Brochure Design Part 2: Make it Understandable

Last week we reviewed making a brochure untossable through design. Now let’s address the next important point: clear messaging. For brochures, good writing is as important as graphical layout. Many organizations try to cram way too much information into a brochure. Your text ought to focus on just one or two main points. Succinct, clear writing is an absolute must.

From a layout perspective there are a few things you should note also. First, distribute the text throughout the brochure in bite size chunks. It’s easier to follow and people are more likely to read it. Also, limit each line of text to eight words and keep paragraphs down to two or three sentences.

Third, use action verbs and active voice in text. If you don’t know what this means, you probably need to hire a good writer.

It’s a good idea to have your writer and graphic designer work together. That way they can coordinate how to send a unified, targeted message to your audience using text and graphics.

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