Creating a printed piece of collateral is an important element in any marketing strategy. You want it to be designed well, printed well, and most importantly, you want it to leave a lasting impression with your audience to ultimately drive business.
Below are five design tips to consider when putting together your next sales brochure:
1) Limit Font Use
Don’t overdo your font selection. All you need to make an effective design are three fonts: headline, subhead and body. Many corporations have existing brand standards that explicitly call-out what fonts to use, if you have free will – make sure your choices help bring the message to life without hindering readability.
2) Nail Down A Paper Stock
Paper can play all kinds of tricks on your design.
– How do you want the piece to feel to your audience? Cheap, Luxurious, Traditional, Smooth
– Are you wanting it to pop or use a lot of imagery? Typically, coated stocks will get you a higher quality end piece. Uncoated stocks tend to mute the brightens of tones in images.
– Will you have any finishing coats? Uncoated stocks like to soak that ink right up.
– How durable does it need to be? How long do you expect the piece to be used? Make sure you select a sturdier stock for something that you want your audience to hold on to.
– What type of brightness and whiteness do you want? The more yellow the stock, the more your image colors will change.
3) Copy is critical
Despite the incredible increase in visual digital marketing, your printed piece can’t be all imagery. Carefully craft your copy and work on reworking during the beginning stages of designing. Great copy is a valuable element of brochure design, not to mention can even become part of your design elements if done tastefully.
Here are some great copywriting tips.
4) White Space is GOOD
Despite some people’s opinion that white space is just wasted space, it can actually help your reader breathe while soaking in all your awesome content! It can help guide the reader through the piece as well as make certain elements stand out. White space helps create a clean, professional look that won’t strain the eyes.
Remember: Don’t overcrowd the reader with too many images and too many words. Find a simple way to convey that message that use a nice balance of imagery and text.
5) Don’t reinvent the wheel
Don’t try to be to get crazy with your brochure design just for the sake of being different. A lot of designers have used Helvetica throughout the years because it works. And if you survey a lot of top designers, I’m sure you’d be surprised to know they use the same 10-20 fonts for all the projects they are working on.
Check out this post Why Helvetica?