When it comes to designing a brochure, like anything else, there’s the right way and the wrong way. It can’t be too big or too small, too long or too short, too flashy or too bare.

So let’s take a look at how to design a brochure the right way.

Good paper, good printing

How a brochure feels in a reader’s hands is crucial to its overall impact. Given the prevalence of digital marketing, the tactile experience offered by print media is one of its biggest selling points.

So it’s important to always factor the touch sense into our brochure designs. With this in mind, try to opt, when possible, for the highest quality print available for the particular project and budget. And remember that the extra cost in production will more than likely be made up in the long term.

Print finishing is also a crucial element of the overall product. Because even the best designed brochure will ultimately mean nothing if it falls apart in your hands. So the quality of the finish is incredibly important to keep in mind.

Write good words

Copywriting is always important, but in a brochure it’s crucial. That’s because brochures are often much more text-heavy than other printed marketing materials, such as leaflets, flyers, and posters.

With a brochure you have the opportunity to delve a little deeper into whatever it is you’re talking about. So the quality of the text will go a long way in determining a brochure’s overall success.

This is an important point to remember, as it’s easy to overlook words and focus too much on simply making a brochure look nice.

There’s also how your text looks on the page. Remember that your copy is itself a design element. So consider layout, use of white space, and font as integral brochure design elements.

Be simple and direct

Unfortunately, brochures don’t offer too much room for elaboration. They’re brief by nature, and as such it’s essential to distill your message into the smallest space possible.

Simplicity is the key here. Whatever you’re trying to communicate, boil it down to its bare bones. What does the reader need to know? What’s the key information, and how can it be put across in the most direct, engaging, and informative way without taking up too much room?

Remember that most people are pressed for time, and will be far more likely to read something concise and accessible over something drawn out and excessively complex.

Don’t overuse fonts or colours

It can be tempting, when designing a brochure, to view each separate page as a blank canvas. And although when done right a scrapbook style, smorgasbord-esque, brochure can be very appealing, it can also be disastrous, and it certainly doesn’t suit every type of brochure. So most of the time it does well to stick to the rules.

As always, the two colour principle works well. You can also apply this to your fonts, choosing one header type and one body type to be used throughout.

Quality print design

It’ll be a long time before print is dead. So for more tips and advice on designing for physical media, why not take a look at our previous posts on designing perfect posters and business cards.