A brochure is something you create to showcase your products or services and tell customers more about you and your business. I've come up with some helpful tips that I use when designing brochures.
1) Photography/ Images are Important
I can't stress enough how important good photography/ images are for your brochure design. They are the make or break in terms of visual representation. I always encourage clients to take their own images or at least buy some stock photography from an online resource such as istock.com. Don't forget when your potential customers are reading your brochure they want to learn about you and your company (they don't want to see a picture of a cheesy american model - such as this example - they and you know it's not real).
You might say to me "I work as a consultant and don't have products to take pictures of." In this case it's good to take pictures of yourself actually consulting but also think about poetic images that could be used to represent your brand qualities. For example churning cogs could represent the strength and efficiency your company gives in its services.
FInally, make sure you don't just pull photos from google images - firstly they're not yours to use and secondly, they will usually be low resolution and come out pixelated when you go to print.
2) Use your Brand Colours Regularly
Use brand colours to highlight key headers or information. When potential clients are scanning over your brochure, they may not want to read the whole thing. Highlighting, for example questions in colour will let their eye pick out the bits they want to look at without reading the whole thing.
Using your brand colours also helps build a stronger brand identity from your reader's perspective. You can even tint your images with your brand colours.
Even if you're just creating a word document to send out to a current client, you can specify your exact brand colour. Don't just pick a colour that looks similar to yours. Ask your graphic designer (or whoever created your logo) to give you the exact CMYK/ RGB values and you can enter it in yourself - see below screenshot.
3) Leave White Space
It's tempting to cram everything in on as little pages as possible (usually to save money on printing) but this is very off-putting to the reader. Would you want to read a page that was crammed with text or one that had less text on it? Leaving white space around your text on your page gives the feeling of space. Essentially you are de-cluttering and encouraging the reader to actually read about you.It also emphasizes the content area. Don't forget the phrase "less is more".
4) Blow Up Your Best Facts, Figures and Quotes
What have you got in the content of your brochure that you most want people to read? Is it a testimonial from one of your customers or is it a fact & figure? Bring your best bits out and make them big. If you hand someone your brochure, they might not read it but they might see your best bits.
Also, having larger items on your brochure makes the design more dynamic and interesting.
5) Consider Your Material
When you're thinking about the material you want to print on, think about your brand values. It's also a good idea to think about the material before you design your brochure as this might have an effect on the final design (e.g. if you're printing on brown card, what's white in your document will infact be the brown card when printed). Are you a sustainable and 'green company' who might want to consider a recycled card stock? Do you need a thick and textured card stock that accentuates your luxurious company qualities?
Ask your printers nicely if they can supply you with samples before you start your brochure project.
Thank you for reading and goodluck!