How to Design Program Brochures

Program brochures may be both informational and entertaining.

Program brochures can provide important information such as a schedule of events, introducing featured guests and/or thanking program sponsors and organizers. An effective program brochure should supplement, rather than simply summarize, the content of the program. Use your brochure to present biographies of speakers to save time with introductions. Use your brochure to thank all who made the program possible, including contributors, volunteers and donors of in-kind services.

Instructions

1. Identify the purpose of the program brochure. The brochure may be intended to be purely informational, or it may be intended to persuade readers. Even if you are not selling a product per se, you may have an idea or mission to sell. For instance, a program brochure for a charity event might be intended to promote good publicity. Decide what your angle is, so that the design and format of the brochure reinforce this goal.

2. Make an outline of your content, photos and artwork, advertising and other messages. Use your outline to develop a mock-up to establish the format, page size, paging and organization. Review your rough prototype with a couple of commercial printers who have the equipment and expertise you need. Ask for advice on economical ways to produce your brochure. Ask about format, types of paper, binding and color. Establish your print order, based on attendance plus additional copies you may need for sponsors and wider distribution. Choose your printer from among three job quotes. If you represent a nonprofit or charity, perhaps the printer will give you a better rate or offer to trade the print job for in-kind advertising.

3. Place important content and a strong image on the cover and the first few pages of the brochure. If the brochure is intended to function as advertising, arrange content so that the convincing details and information are first. For instance, if you are designing a program brochure for a charity event, use the first page to highlight the charity's mission and achievements. Use subsequent pages for event details, such as schedule of events, speakers and sponsors.

4. Choose an attractive family of typefaces. Restrict yourself to two or three fonts that are readable and reflect the image you want. Use headings and subheadings. Some readers may skim text, so bold headings and subheadings can call attention to important points. Use bold and italics selectively. Number pages. Use color sparingly and where your printer specifies because this can drive up your costs. Date your brochure. List contact information. Include an organizational chart or list of officers and board if appropriate.

5. Seek photos and illustrations that match or complement the theme of each page. Use color according to your budget and where your printer specifies. Be sure you have the rights to use photos by others. Use credit lines. Do not use copyright art without written permission.

6. Give credit where it is due. You can start with a message from the executive director or event chairman. List sponsors and donors. Or give them advertising which you can place throughout your brochure. Thank volunteers and donors of in-kind services, including your printer who may have made a donation. If your organization has a website, your brochure content may be excellent to add after your event. If you are a nonprofit, be sure to tell readers how they can help year-round.

References

• Small Town Marketing: How to Design and Write a Brochure
• My Professional Advertising: Effective Brochure Design