Brochures are distributed to specific audiences with the intention of disseminating information. The information needs to be succinct as well as visually appealing about a product, service, organisation, or event.
There are various ways to design a Brochure. These ways vary from doing it yourself to using brochure templates to employing professional Brochure designers. Using a professional is the way we would advise to get your brochure designed. This is because it will be a worry free experience. A brochure design agency will make sure the end product is exactly as you wanted. The only disclaimer here is that the brochure design agency will require you to explain what you want from the start.

STEPS FOR DESIGNING A BROCHURE

These are our steps for designing a Brochure. Some of these can be supplied to the designer from the client, some will be done by the designer:

1. Determine the Best Target Group for Your Message

As a client you will need to make a decision about the types of customers that will be reading your brochure.
To begin, you need to ask yourself these three really important questions about your audience and tell the Brochure designer:

Who are they?
What is it that they want from me?
What am I expecting them to do?

Who exactly are the customers that your brochure intends to attract?

Do you make presentations of your work to potential customers? You may also be providing extra information on a specific offering, following up on a sales visit or trade show, or doing both of these things.

Is the information or expertise that your audience seeks more specialised to a product or service, or are they looking for more broad information? If you know who you’re trying to reach with your brochure’s design, you can increase the likelihood that they will respond positively to it.
And in the long run will be of assistance in the production of a brochure that is more efficient.

What do they want from me, and why do they want it?

When you have determined who your ideal customers are, the next step is to choose the information that you will provide to them. You must also think about the information that they might demand from you.

For instance, a possible new client might want to learn more about you. Whereas a dedicated customer could want to learn more about forthcoming product releases or new service offerings. Both types of customers would be interested in receiving this information.
Some of your readers want more information on the specific reasons why they should pick your company rather than one of your competitors. While others are looking for more fundamental specifics regarding prices and the capabilities of your products.

What exactly am I anticipating they will do?

Brochures have the potential to initiate a variety of different consequences. Some brochures, for instance, are designed to increase sales, while others are geared towards cultivating relationships with customers.

You won’t be able to advise to the brochure designer an effective call to action (or design your brochure in a way that emphasises that call to action) until you first determine what you want customers to do.

2. Create great copy

Whoever is creating the copy they need to consider both the audience of the brochure and the information that will be of interest to that audience. This will dictate the information about the company, its services or its products.

Information regarding the company.

With a brochure, you shouldn’t pass up the opportunity to elaborate on the identity of your organisation and the objective it serves.
Talk to potential customers about the aspects of your business that make it stand out from the rest of the pack, such as your company’s mission, values, or history.

It should include things like web address, phone number, email address, physical address, and business hours.

Product or service details.

You must list or write about the features and benefits. Sometimes putting these into a chart makes it easier to be digested and to make comparisons.

A Call To Action (CTA).

If you want your brochure to have a specific effect, you need to make sure that you give the right call to action to the people who will be reading it.
You should compose an engaging “call to action” (CTA) that explains to your audience what it is that you want them to do, and then you should include that CTA in a number of different locations throughout your brochure.

Make sure that the sentences you use are condensed, straightforward, and focused in nature.
Never refer to your readers as “customers” when you are writing in the first person. Make the content feel more personal by referring to “we” and “you” throughout it.

Keep paragraphs to three or four lines each to make them easy to scan and read.

You can make the information in each part easier to digest by using subheadings and bullet points to divide it up.

Less is more! Instead of trying to tell readers everything there is to know about your company, keep the focus on one or two key themes instead.

3. Design Clever Visuals

In most cases, there is a significant amount of copy included in brochures. However, there are other methods besides writing that can be used to connect with people. Your brochure’s messaging can also be improved, leading to increased recognition of your business and an increased likelihood of people taking action.

You might want to consider incorporating some of the following pictures in the design of your brochure:

Logos.

Because your company’s logo is the one image that will assist you in developing brand familiarity with your target audience, the design of your brochures has to give it a significant place of prominence.

You may also include the colours and design elements of your logo into the general design of your brochure if you want to produce a unified look for your company.

Photos.

Photos could be a big help when it comes to providing your brochure a visually appealing appearance. Consider employing a professional photographer to take pictures of your finished products, workspace, finished projects, or even behind-the-scenes photos of you working if it is at all possible to do so. If you intend to shoot your own photographs, you should look into purchasing a high-quality digital camera. These cameras give you more control over the lighting and the amount of depth of field, and they typically produce higher-quality photographs.

If you don’t require a unique photograph for your project, you can look online for stock photography that is available in high definition. Just make sure you pick original pictures rather than ones that have been used numerous times before.

Graphics.

If you decide to use images in the design of your brochure, choose simple graphics that effectively communicate the message of your company without being distracting or overwhelming the reader. We recommend using graphics sparingly for maximum effect because certain graphics can have an inexpensive, “looks like clip-art” vibe that can distract from the overall appearance and feel of your brochure design. This is why we advocate using graphics sparingly.

When incorporating graphic components into the design of your brochure, try to do so while preserving some sense of order. Your visitors will become visually disoriented if the website contains an excessive number of choices to choose from.

4. Choose the right Fold

There are three primary alternatives to pick from when it comes to choosing the fold type for your brochure design: tri-fold brochure design, bi-fold brochure design, and Z-fold brochure design.

Bi-fold brochure design.

A bi-fold brochure, often referred to as a half-fold, is created by folding a single sheet in half; the finished product contains a front cover, two sides of the brochure, and a rear cover.

This style of brochure is effective if you want to highlight your high-quality photos or if you want to illustrate your benefits with large graphics. The fold’s simplicity makes it possible for the design to take centre stage.

Tri-fold brochure design.

The tri-fold brochure is divided into three independent, equal panels by two distinct folds that take each edge of the sheet and fold them in toward the centre.

Tri-fold brochures tend to be the best choice if you have a lot of content.

Z-fold brochure design.

Z-fold brochures also contain two distinct folds that divide the document into six sections. However, Z-fold brochures fold each side of the sheet in the opposite direction to create a zig-zag pattern, in contrast to the tri-fold design, which folds both ends of the page towards the centre. When you want to display larger graphs or photographs or if you want your brochure to present one big, comprehensive visual tale, Z-fold brochures can be a good choice.

Z-fold brochures effortlessly unfold into a single sheet due to the way they are folded.

5. Look at and choose the right typeface

The next aspect of the design that the Brochure designers need to do is give some consideration to the typeface to be used. The choice of fonts should be limited to no more than two or three at the most for the sake of uniformity and clarity; any more than that can be visually overpowering.

Use a different font for the body text compared to the headings. Use typefaces that are consistent with your overall branding to establish a unified look and feel across all of your marketing materials (if you have a brand style guide, use the fonts recommended in that guide; if you don’t, use the fonts you use in your other marketing materials).

For subheadings, make the second typeface or the third font smaller and use it in a smaller size. Check to see that these typefaces not only work well together but also provide the impression of being a genuine representation of your business.

6. Content Positioning

Mainly the text should go in the interior pages of your brochure. Always keep in mind how important it is to leave lots of white space around your text; this will not only make it simpler to read, but it will also prevent visual overload.

On the back page, there should always be a call to action in addition to your contact information.

Make Mock Ups

If as the designer you have time left in the job make a mock up so you can see more clearly how the finished brochure will look like.