What will your brochure look like? More importantly, what will it do for you and your customer?
Many companies depend on a brochure to market their message or products to the public. However, many often don't think about brochure designing as a strategic method that involves an objective, target markets, distribution strategy, and budget. Take the time to observe the planning process in developing an effective brochure.
Determine the objective of your brochure
Why are you creating your brochure in the first place? Is it to advertise your company, sell a product, service or program? By deciding on your objective, you can figure out the look, feel and size of your brochure. The look and feel of your brochure will also effected by your company's branding. Size is a major factor in your budget. For example, by shrinking down to a tri-fold brochure, you can put your budget surplus into an impressive and eye catching 4-color gloss product. However, a program brochure may only fit into a magazine style brochure, but you may want to consider a magazine letter-size brochure, which is a smaller version of your typical magazine.
Figure out your distribution strategy
Figure out your target market. The target market is important because it represents the population that is most likely to purchase your product or service. Distribute along the lines of your target market. Depending on your product and market, you can also create different brochures that target each specific demographic. A great way to save money and go green is by putting your brochure online.
Confirm the budget of your brochure
Before you design your brochure, figure out budget. By knowing your budget, you can decide if a 4-color high gloss or a black and white newsprint is in your brochure's future. Budget does effect how will you design your work. However, by understanding your objective, you can put your money where it's more effective.
Base your design upon your budget
First, choose the physical aspects of your brochure, such as paper type, color, and size. Size is determined by what your objective is. For example, you can't fit an entire program brochure into a tri-fold, so you'll have to opt for a magazine style brochure. Then figure out what software you can use. The professional standard in developing print design are programs, such as Adobe Indesign and Quark Express. However, more affordable programs are available for print design that are usable and accessible to most. Apple has an intuitive program, Pages, and Microsoft Word has also added Page Layout feature. If you're not 100% confident with your design skills, use a template or hire a graphic designer to do your bidding.
