Creating brochures for advertising has become much easier with the advent of desktop publishing and word processing programs that are available for home and office computers. These programs make it easy for a small business owner to develop, print and distribute flyers for special events, sales or to get information out about the business. However, if not done well, brochures can actually hurt your business as a poorly designed flyer will make your business seem unprofessional. By following these 5 easy steps, your brochure can stand out and make customers more likely to notice it.
The most important factor in designing a good brochure is choosing high quality paper. The quality of paper chosen shapes the look of a brochure. Thin, flimsy paper, such as regular copy paper, gives the brochure a cheap look and feel so many customers will discard the flyer without even noticing what it says. Thick paper, such as cardstock or matte stocks draw customer attention as they give a durable feel to the brochure. Gloss finishes are perfect for brochures as they grab attention since the graphics and fonts seem to stand out more on the page.
Try to avoid using common fonts, or those that are often used in word processing programs, such as Times New Roman. In addition, it is important to be sure that the font you choose is easily read, so many experts advise choosing a section of text and test that section of test with various fonts before choosing one for your flyer. One suggestion is to use a font family, such as Arial or Helvetica, which offer Bold, Italic and other forms of the same font, with each form looking slightly different, but similar to, the others. This provides uniformity to your brochure.
Although plain white backgrounds are usually best for most brochures, adding textures or even watermarked graphics in the background can draw attention to your flyer. Be careful not to go too overboard with backgrounds as they can detract from the main purpose of your brochure.
Graphics are extremely important to grab a customer’s attention with a brochure. Be sure to choose high resolution images as lower resolutions do not always print properly. By adjusting the brightness and contrast of the graphic, you can make the graphic appear more vibrant. In addition, cropping can often improve an image as it can adjust the alignment or bring the graphic more to the forefront.
Borders and Bullets
When possible, use borders around the outside of the brochure. If you choose to use a border, however, it is best not to use a background graphic as the brochure could appear to be too busy. Arrows and swirls can bring important facts to the recipient’s attention, and bulleted lists using unique bullets allow you to include a call to action that customers will have difficulty missing.
Brochures are often one of the first printable advertising tools that small businesses develop and many businesses now design and print their own flyers. By following these simple tips, beginners can create dazzling brochures on their own computer. For more information on brochures and flyers, check out our full list of marketing materials.