Graphic Design

8 Tips to Create Rockin’ Brochures for Your Business

Creating brochures for your company can be fun and satisfying. The idea is to make your brochure stand out as unique, elegant and expressive of what your company does. Using unique artwork and design can make a huge difference in the response. Your copy should be interesting, useful and entertaining. It must also be appropriate for your corporate image and branding. Here’s how to make it happen.

1. Use your Logo

Use your logo on the front cover and at least one other place to assist with branding. If possible, use the same graphic artist to design the brochure and all your materials. If not choose artists with a similar style. There should be a continuity of design in all your materials for branding purposes.

2. Guard Your High Resolution Files

Maintain on your own computer, high resolution files for your logo, photos and artwork that will be used in brochures and on the website. You may want to use lower resolution on a website for quick loading, but if so, don’t lose the higher resolution copy. It is easy to reduce resolution, using a graphic design program, but nearly impossible to add resolution once it is lost. Remember that resizing a picture changes the resolution.

3. Resolution

Most printing companies require a minimum of 350 dpi and can handle up to 800 dpi. Dots per inch or dpi are equivalent to pixels per square inch. The better the resolution, the better the brochure will look. Use copies of your high resolution files, not the original file and ask your artist to reduce all images to the requested dpi for the finished artwork.

4. Balance Continuity with Diversity

Use your company’s logo colors as the basis for brochures. Insure that if your company has several brochures they are all similar in color scheme but also diverse enough that customers will realize they are different from each other. The last thing you want is to leave the customer with the impression they read the same brochure last month.

5. Choosing a Size and Fold

Brochures come in four common unfolded sizes: 8 ½ x 11, 11 x 17, 8 ½ x 14 and 11 x 25 ½. In addition most printers offer a few non standard sizes. The 8 ½ x 11 or 8 ½ by 14 brochures may be folded as a tri-fold, a z fold, a half fold, a double parallel fold, or a single open gate fold. Gate folds and half folds are best printed on heavy stock such as a card stock. Your printer may offer other options as well. Folding an 8 ½ by 14 sheet can involve a double gated fold, a roll fold or an accordion fold. An 11 x 17 folded in half yields four standard sized pages that will fit neatly in a standard binder. 11 x 25 ½ pages must be folded in half and then either tri-folded or folded in half again.

6. Choosing an Artist

Find a professional graphic artist or illustrator with experience in marketing or advertising design. While many people feel comfortable designing their own literature, it is generally better to use a professional. Hiring an illustrator could make your brochure stand out far more than using photos. Everyone uses photos now, so put an artist to work for a unique style as part of your branding.

7. Finding a Printer

The hardest part about finding a printer is to avoid multiple sales calls. Asking for a simple automated quote online could result in getting calls from up to 40 different printer’s sales reps. It does help you find the best price, but if you think this would be too disruptive to your office, use a local printer or phone the printers you want quotes from directly.

8. Writing the Text

Write your own rough text for the brochure. It is the best way to insure that the information states correctly what you do. Then have an advertising or marketing specialist reword it as necessary. Make sure that what the marketing expert wrote is technically correct. Then have someone who is very good at English grammar proof it for mistakes. Finally present it to the graphic artist for typesetting and copy fitting.

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A shining design is vital to your successful marketing efforts. By focusing on an excellent design allows you to make the most of the printing services budget you have set aside.

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