An informative brochure serves to being engaging thanks to it being a key part of a company’s marketing efforts – this doubles the need for attention to be paid to its design. Detailed questions from any designer or firm undertaking a brochure design is a sign of professionalism and a good way to gather the information that many would overlook.
Here are some key questions to ask before going ahead and designing a company’s brochure:
Who is the brochure’s target audience?
Thanks to a lack of preparation or forgetfulness, in a few instances the answer to this questions is not clearly stated for the designer. If your designer is not experienced enough to ask the question, there will be problems arising. If you are providing content to the designer, ensure it is as complete as possible and that it makes the impact it is required to make. Plenty of times companies wish to talk about all they do rather than addressing the key topics and services their audience will be wanting to know in order to make a decision. Know the questions your target audience will want answered and provide answers in a succinct manner.
How is the brochure going to be distributed?
Are you planning on mailing the brochure through stamps? Is it going to be part of racks of other brochures? Are you planning on handing it out in person? Being informed on the distribution method helps the designer with his layout smoothly. If one is planning on mailing the brochure, be wary of postal regulations which require you to wafer seal any open edges. Rack brochures tend to be printed on heavier paper stock so as to not fall forward. Aqueous coating helps reduce finger print marks when distributing the brochure by hand.
What is the best brochure format?
A few times simple two-sided rack card brochures work for your audience. Different projects could require a multiple page perfect bound brochure. Keeping in mind the audience, the budget and clear goals with realistic expectations helps determine the right format for the brochure design. Quick discussions with the designer early in the process helps with budget constraints and is beneficial to time. conversations with the client go a long way in ensuring the project is in target with the budget, design concept, schedules for delivery and production.
Which printing press will be used?
Knowing the number of brochures required helps select the most cost effective printing and production method. The designer needs to recommend the best type of paper suited for the project and type of distribution. This is important as any tiny change in size or production details could result in huge cost savings. Designers helping clients save money this way become doubly valuable and are entrusted with more work.
What is the best design option for brochure covers?
Once the audience and distribution method have been finalised alongside size and the press on which it will be printed, now it is time for the design. The graphic design must be appropriate for the audience while persuading them to take a desired action. Remembering to pay attention to the cover is critical and it is the store-front window! It must tease the audience and entice to knowing more about the company or product!
Keeping these ideas in mind helps the designer grow in confidence and deliver a brochure design worthy of sharing with the audience!