Brochures are a classic marketing staple. And while many businesses have forgotten about the power of print, the reality is that brochures and other print marketing materials still pack a pretty mighty punch…if you know how to design them properly.
6 Considerations for Brochure Design
A brochure might not seem as exciting as a website, landing page, TikTok video, or smartphone app, but it can still be an extremely important part of your marketing strategy. However, in order for brochures to add value to your brand, you must nail the design.
Here are some considerations:
1. Get Clear on the Purpose
Before you even think about design, it’s imperative that you get clear on what the brochure’s purpose is. Are you trying to raise awareness for your brand? Is the goal to get people to purchase a certain product? Do you want to drive traffic to an event or location? The purpose will determine the design, not the other way around.
2. Know Your Styles
There are several different types and styles of brochures. Generally, folks in the printing industry categorize them by the type of fold. The most common brochure folds include trifold, bifold, double parallel fold, and the z fold. The fold you choose is really a matter of preference (as well as your purpose). A trifold usually has more room for content, while a bifold gives you more real estate on the front of the brochure without having to open it up.
3. Choose the Right Paper
Paper is another factor to consider. If you think all paper is, well, paper…think again. Not only are there different thicknesses, which are dictated by “weights” (like 60#, 80#, 100#, etc.), but there are also multiple finishes (including gloss and matte). The right paper choice will ultimately come down to a combination of feel and cost.
Thicker paper has a higher quality feel. It also folds easier and holds up better over time. However, it’s also more expensive. Thinner paper is cheaper, but it’s also more prone to rips, tears, and creases.
When it comes to paper finish, gloss has a little bit of a sheen to it. For brochures that are heavier on design and lighter on copy, a gloss finish creates a luxurious feel. However, if you have a lot of text and want to prioritize readability, a matte finish helps the words pop.
4. Think About Color Scheme
When planning your brochure color scheme, there has to be some intentionality and purpose behind it. One common rule of thumb is to use the 60:30:10 color rule. This states that the primary color makes up 60 percent of the design, the secondary color makes up 30 percent, and the third color (which is really just an accent color) accounts for the remaining 10 percent.
When selecting the primary and secondary color, design experts advise people to create contrast by using low value and high value colors. The idea is to make the color scheme pop off the page.
5. Select Proper Typography
Finally, you have to think about typography. This includes the font style, font size, placement, and hierarchy. In most cases, a brochure will have a clear heading/title, subheading, and body text.
Font style determines the readability of your brochure. You want a very simple font with good spacing and clean lines. Font size determines what people focus on first when reading a brochure. The larger the font, the more people are drawn to a particular word or line of copy.
6. Keep it Simple
There are thousands of different design tricks, techniques, and options you can use when creating a brochure. However, you must also show some restraint and keep things simple. The most effective designs are the ones that breathe. (This is why it’s so important to begin with a clear purpose. When you know your overall objective, you can focus on what matters and avoid overwhelming with the things that don’t.)
Adding it All Up
The great thing about brochures is that they’re inexpensive to create and can easily be updated and iterated over time. Let this article serve as a guide for getting started. Use the tips mentioned above to spark creative thoughts. Be smart, but always remember that there’s plenty of room to color outside of the proverbial lines!
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