There are infinite approaches to designing your brochure and an endless variety of styles a brochure can take. I’ll leave it up to you to decide what works best for you from a marketing standpoint, but there are a few cardinal rules you should remember for any brochure design that will help it be more successful. I’ll be using the next three posts to describe them.
Part 1: Make it Untossable
Okay, untossable isn’t a word, but let’s face it: most brochures get thrown away. It should be your designer’s main priority to make sure yours doesn’t—at least not right away. By using basic design techniques: placement, contrast and color, your designer should make your brochure stand out and be recognizable right away.
I call this approach the billboard philosophy. You only have about three seconds with a billboard on the freeway to send a message before drivers pass it and move on to the next ad. If you have a simple message with strong graphic design, people will remember yours. Use the same mentality on your brochures, and people are more likely to actually open it and see what you have to offer.
A brochure that’s interesting, shocking, funny or different in another way will always be more successful than one that looks professional but not engaging. Give your designer some room to be creative.
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