8 Key Brochure Design Elements

The ultimate goal of a brochure is to lead to an action such as a sale. Before this can be accomplished, the customer or client has to pick it up and open it!

There are eight elements of brochure design that can increase the likelihood of someone picking up yours. Here are the guidelines that can help you learn how to create a brochure that brings results:

1. Command Attention With the Cover.

Create a cover that catches the eye of a potential customer or client. Such a cover has an uncluttered design and typically consists of three elements: an image that stands out, the company’s logo, and a phrase that captivates the reader to learn more. The most effective phrases are in large type, usually fewer than ten words, and placed at the top of the brochure.

2. Attract Attention With Compelling Text.

The cover design might cause people to pause, but the phrase on the cover is the invitation to pick up the brochure and read it. There are a couple of ways to arouse the reader’s curiosity to look further. One technique is to ask a question on the front and answer it within. The other technique is to start a phrase on the cover and continue it inside the brochure.

3. Set the Tone With Color.

Color is a great way to set the mood of your message. If your business or service is fun and whimsical, bright colors will help to enhance this perception. Neutral hues are better suited for a more serious business message.

4. Choose the Right Font and Font Size.

Selecting the right font is another way to set the mood of your message. Comic Sans, for example, is not an appropriate font for a brochure about a surgical center! Also, make sure the font is easy to read. You don’t want your message lost in an ornate font that is difficult to read. Use different sizes to highlight the importance of the information. The most important information should be in the largest size with subheadings in a smaller font. Different sizes also help to provide visual interest.

5. Use White Space Strategically.

White space is a concept from “How to Design a Brochure 101”. This is empty space that is as important as images and text. Strategic use of white space keeps your brochure from looking cluttered and overdone. White space can be used to draw attention to key images and/or information.

6. Organize With Boxes.

Boxes are another means of drawing attention to key images and/or information. Use these sparingly. Otherwise, you defeat the purpose of using them.

7. Choose an Appropriate Fold.

There are two common types of brochure folds: Z-fold and trifold. A Z-fold is used when a lot of information is presented. Only one panel at a time is displayed, and this presentation helps with keeping the reader from being bombarded with too much information. A basic trifold layout is appropriate for brochures with less information and a large central image.

8. Bring the Brochure to Life with Photographs.

Pictures and images are another way to communicate your company’s message without using text. Don’t rely too heavily on them, however. Only use about 2-4 pictures so the reader isn't overwhelmed.

Now you have an idea of what goes into a basic brochure layout. Use this information to design a brochure that creates a favorable impression of your business. Your well-designed brochure can help to increase your company’s bottom line.