Tips For Designing An Effective Brochure

Design: A strong simple headline is essential. Your sales message needs to appear in the top 2-3” of the front panel. The headline should be repeated on the back panel. Be sure to include the days/hours of operation, a simple map with written directions, and a telephone number, toll-free if possible. Try to include a call to action (special offer/discount). If using photographs, make sure they are clear, current, and appealing.

Size: Discuss the size of your brochure with your designer, distributor and printer. Vertical layout is essential. Information containing the city/state, subject and pertinent information, should be displayed “boldly” within the upper 3 or 4 inches of the brochure for “in rack” visibility. Brochures should be folded 4” x 9” for proper rack display.

Paper: Compare the costs and availability of the paper you presently use to that of a suitable substitute. However, insure that you specify “vertical grain” and we recommend not less than 80lb. coated stock for a three-fold, “four color” brochure. For “Rack Cards” we recommend the following minimum for paperweight: 10 point card stock.

Brochure Quantity: Both you and your distributor should discuss the areas of service desired as well as the number of brochures that will be required. If you are using 50,000 or more brochures per year, it would be to your advantage to seek prices from “web-fed” printers.

Photography: Good photography is key to the success of any brochure. Try to provide your designer or printer with the best quality images at your disposal. Photos in your final brochure will only be as good as the originals provided. Always be sure to secure the necessary usage rights to any image (the photographer may still hold the copyright). The best results are achieved from color transparencies, i.e. slides or larger format transparencies. The second choice for originals would be regular photographic prints. Using color negatives is strongly discouraged.

Date Materials and Mark For International Shipments: It is wise to date your materials on the back. Remember materials destined for international usage must be annotated: “PRINTED IN_______”(note applicable country).

Folding: Remain with a “simple fold.” This will assure reasonable folding costs as well as a sturdy brochure for your selected paper.

Banding: Band 500 brochures in each bundle. Paper bands are sufficient. Within each bundle, all brochures should face the same direction. Some types of brochures might need only 100 per bundle.

Shipping Package: The maximum weight of each box of materials should not exceed 39 pounds. Mark each box with the client’s name and contents of the package, including the number of brochures. Insure a full container for shipping purposes. Boxes not filled can be damaged during shipping and storage. Pack them well with recyclable materials. All shipments are to be sent PREPAID.

Ownership of Art, Color Separations, Etc.: Verify with the producer (ad agency, graphic arts firm and/or printer) accessibility to and ownership of intellectual property and preparatory materials contained in the printed piece. Some of the materials in your brochure may be owned by third parties. Ownership may be governed by Copyright Laws and varies within the graphic arts community.

Combination Runs: See if others in your business may be printing a brochure of similar size and quantity as yours. Inquire as to the possibility of running your brochure at the same time assuring a savings to you both. In other words, “Hunt for a friend to carpool with.”

Winter Printing: You can benefit tremendously from giving your printer your order during the late fall and allowing him the entire winter to print your brochure. The printer can usually print the brochure at his convenience. This may give you more flexibility in price without jeopardizing your delivery deadline.

This information is provided as a courtesy service from the International Association of Professional Brochure Distributors. For more helpful tips contact your local distributor.