How to Design & Price a Brochure


Great brochure design generates interest in the product or service the brochure is about. Sales brochures needs to provide enough information to entice the reader into contacting the business or organization to learn more or make a purchase. Information-oriented brochures can cover just about any topic and follow any artistic format but must contain a solid overview of the product, service, or company. As a professional brochure designer, pricing print design projects can be tough when they contain subjects outside of your comfort zone or regular services. You will need to determine if your client requires the complete printed product, a layout with content, or just the design concept.

Laying Out Your Design

  • Choose a compelling title and imagery for the front panel of the brochure. This panel needs to effectively represent the contents, grab the viewer's attention and give him a reason to open it. Highlight the primary benefit of the product or service. If the brochure is being used as promotional material, place emphasis on the savings or benefit the promotion has.

  • Draft the brochure content. At a minimum, the brochure should cover three primary objectives: what the product or service is about, why it is important or why the reader should want it, and what makes the provider's business better than others. Get each point across in as few words as possible and keep paragraphs to five or six lines. Using lists is also an effective way to organize content.

  • Place contact information, supporting figures, or price lists on the back panel. Other content to include might be testimonials or an overview of featured individuals, activities, or destinations. When providing contact information such as a phone number, include an action statement such as "Call Today!"

  • Layout the center spread in a way that makes use of the entire space. Try rotating content so it covers more than one panel, or spread graphics and photos across more than one panel. This entices the reader into opening the brochure fully. This technique also helps the content appear less boxy and linear, getting the reader to focus more on the content than she would if it was too easy to skim.

  • Choose strong imagery to ensure an emotional response to your design. Choose appropriate colors that represent the industry and message portrayed by the brochure. Use shapes to help organize content or add contrast to the background. Avoid busy patterns near text. Match the colors and tones in photographs to the overall design of your brochure to create a consistent look and feel.

  • Create a mockup of the brochure in your favorite graphic editing program or publishing tool. Mockups can also be created by hand by cutting a piece of strong paper to the dimensions of the finished product and then sketching or placing content into different positions until the desired effect is achieved.

Pricing Your Brochure Design

  • Track the hours you spend researching and preparing the content, laying out the design and creating the graphics. You may also include time spent working with photographers or professional printers. Total the hours to determine the time spent on the entire project.

  • Decide how much you want to be paid per hour, then decide what the absolute minimum you would accept for one hour's worth of work. Your rate should be a happy medium between your maximum and minimum but factor in your experience, the client's budget, and the value your design will provide to the client.

  • Multiply your rate by the hours you spent. Add in the costs of any photo or graphic licenses, materials, or services you acquired in order to complete the project. The final amount is the total cost of producing the design. Pricing can vary depending on the project requirements.

Tips & Warnings

  • Use fonts that compliment one another when working with the design elements. Use no more than two typefaces to keep the content legible.
  • Justify text and space each paragraph or piece of content apart by one or two lines.
  • Place content in such a way that each panel contains a statement that stands on its own.
  • Consider an unconventional shape for your brochure. Brochures don't have to be rectangular; effective brochure designs have included circles, leaf shapes, rounded corners and pop-outs.
  • Avoid crowding the content. Too much text can be overwhelming to the reader and the design.
  • Avoid an overly conservative design or a design that uses few or no images. If the brochure is not interesting to look at, it stands little chance of being read.

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