- The most important part of any brochure is the written message it conveys. The writing should be simple and easy to understand. The information regarding your services and/or products must be clear, concise and brief; say the most you can with the fewest words possible. Give the pertinent information first, including price, availability, description and anything else that is important for the customer to know. Information in a brochure always displays best in a bulleted or fragmented sentence format.
- Brochures that are graphically overwhelming are usually the ones that get ignored. To ensure that your information stands out, keep the design of the brochure simple. Include areas for white space so the brochure doesn't look too cluttered, and stick to one or two main colors for any graphic elements included. Photos are always a great way to add graphics to the brochure without overwhelming the entire piece, but keep those to a maximum of three or four, depending on the amount of information in the brochure. The font used for your information should be easy to read, large enough to be clearly legible and simple (Times New Roman or Arial are good choices).
- Once you have a completed brochure, you then have to get it printed (or do so yourself). The lighter and cheaper the paper, the lighter--and cheaper--your brochure will look. If you use a glossy, heavier paper stock, not only will this ensure that your brochure looks good, but also it will be more durable. This is important, as many consumers tend to stuff brochures in suitcases, purses or bags and refer to them later. If your brochure is printed on the lightest weight paper possible, it will easily tear under these conditions.
