Brochures are great. More than a leaflet, less than a booklet, they hold the middle ground between brevity and superfluity. And for spreading the word, whatever the word is, they’re second to none.

But crafting the perfect brochure is an art form, and there are certain components that you must include to get the most out of this marketing medium. Let’s take a look at them. . .

Communicate a message

The first and most important point: decided on a single, specific message. Always remember that brochures aren’t usually read for pleasure. People read them for a reason, and that reason is to extract information. If the title of your brochure is ‘How to Make a Sandwich’, then it’s very likely that the only reason someone will sit and read it is to find out how to make a sandwich. So your job is to communicate that information effectively. If, after reading the final page, your reader can go away and make a sandwich, then you’ve succeeded. If they can’t then your message hasn’t been communicated clearly or efficiently enough. This leads on to the next point. . .

Be simple

Simplicity is a recurring theme on the Red Square blog, but not without good reason. And in regards to brochures, simplicity is usually the best approach. That’s because when you’re making a brochure, chances are there’s a very specific piece of information you’re hoping to communicate to your audience (as discussed above). And once you know what this information is (you could call it the nugget of your brochure) you can (and should!) cut away any surrounding fluff.

The key point with simplicity: don’t feel that just because it’s a brochure it needs to be twenty pages long. Make it as long or short as it needs to be, whilst remaining as simplistic as possible.

Utilise white space

You don’t need to feel compelled to stuff every inch of a brochure with text. Sometimes, white space can be more effective than words. At least in grabbing people’s attention. It’s far more likely that someone will pick up and read a brochure if it looks clean, concise, and not overly dense in terms of content.

Also, white space punctuates whatever it surrounds. So your words will have more impact, and will likely be more memorable and persuasive as a result.

Invest in quality printing

It’s not true what they say. People do judge books by their covers. They also judge brochures by their covers, and by the quality of material on which they’re printed. So spending the extra money on a more luxurious finish is always a good idea. Because if you’re producing a physical product, then the sensation of touch will be a factor in its overall appeal. After all, you have to hold a brochure to read it, and, strange as it sounds, people know when they’re holding good paper.