Planning a Brochure – What To Consider

Despite us living in an increasingly digital age, sometimes there’s no substitute for having a well-designed, professionally printed brochure to read at your leisure.  Your brochure reflects your business, so you’re gonna want it to look professional, right?  Well if you don’t plan it out correctly, your company brochure could just end up in the recycling bin.  You know the five P’s – Proper Planning Prevents Poor Performance!

To avoid that fate, always think about:

Your Readers’ Needs

Always pre-plan by thinking about what your client wants. Look at your demographics and think logistically about what the reader would want to take away with them. What is the brochure’s purpose? Decide what would make them keen to read on.

Create an appealing front cover

The first page your reader will see is the front cover. Get it wrong and they loose interest. Think like the popular magazines do and make it interesting with promises of offers and promotions inside or exclusive insights.

Folds

The typical marketing brochure is comprised of an A4 sized sheet that measures 210mm x 297mm or 8.3″ x 11.7” that folds in three. Is that what you want? Or do you want to try something a little different? There are actually many options, but remember print bleeds and where the folds are will determine how much you can fit on. And very importantly make sure that your design all unfolds in the right order.

Keep it Concise

You can only fit so much onto a brochure so make sure all of your copy is not too wordy yet remains of value.

Paper

You have many options so go a little more luxe, if your budget can stretch to it, and create a glossy magazine style. Or go for a textured paper that matches your artistic client base. Tailor all design decisions to your demographic.

Colour and Pictures

Go colourful and incorporate some interesting pictures into your design. People are naturally drawn to pictures and colours help headings and logos stand out. But consistency is key to maintaining professionalism, so don’t get too carried away.

Make it a Keeper

Putting valued information in your brochure will encourage the reader to keep it, refer to it often or pass it on to other people. You don’t want your hard work to end up in the bin, so craft it with as much need-to-know information as you can.

Contact Details

May seem like an incredibly obvious one but your contact information needs to be crystal clear on this document. Do you want it on the front and back or at the top of every page? Make it as easy as you can for customers to contact you.

 

Check out CWDmedia’s previous blogs for further design tips.

What does your logo say about you?

We like to think we don’t judge a book by its cover but without realising, we often do.  We judge labels, covers and promotional materials every day. And the more we see them, the more we begin to view them as trustworthy and recognisable sources.

Some we’ve become so familiar with, we decide to continuously choose them over hundreds of others. McDonalds over the local greasy spoon cafe, Sainsbury’s over the local greengrocer’s etc. So why is that?

The Importance of a Great Logo

Well, one of the biggest parts of establishing a respected brand is designing a great logo. Many factors make up our opinions of a company and it can all stem from having that all-important symbol to identify it by. After all, this is how you are choosing to represent your company, so it’s an crucial one to get right.

The Ingredients to a Successful Logo

Colour

The colour you choose does mean something to your customers. Think about how certain colours affect you when you see them. Then think about what your brand represents. If you choose bright colours, it portrays that you are a bold & exciting company – it may appeal to young people & of course, it will catch everyone’s eye.  Every colour in the spectrum represents something different, so choose wisely.

Type Style

Picking your font is equally as important. As soon as you see those Coca Cola curves, you know exactly what you’re getting. It’s become a ‘cool’ drink, it has a creative flair all down to that fancy typeface.

Accompanying images

If you want an image to go with your type, that has got to sum up exactly what you want your brand to be known for. If you are an environmentally-friendly company, an image of a plant spells that out or go a bit quirky with it to grab even more attention.  At CWDmedia, I like to try and think outside the box when a client’s brief allows it – the chances are that the most obvious idea has probably been done before, and it’s the well thought out, original ideas that stick in your mind and work best as a marketing tool.

The job of your logo is to spell out your company’s message. It’s got to be adjustable to fit across different platforms, so you don’t want it to be too complicated, but you want it to encapsulate exactly what you’re all about.  A golden rule I live by when it comes to logo design is “if it isn’t legible when it’s the size of a postage stamp, bin it”.  Sometimes I have to bend that rule, admittedly, but it’s a healthy ethos to adopt.

 

CWDmedia has bags of experience in logo design. Get in touch today!