Brochure Do’s and Don’ts

Brochures need to communicate key information and highlight unique selling points to convince potential customers to purchase a company’s product or service.

If you want to create brochures that catch attention and generate leads, learn the do’s and don’ts from NextDayFlyers.

The Do’s of Brochure Design

Start With a Clear Purpose

Decide what the brochure needs to accomplish before you write or design anything. Do you need to announce your store’s grand opening and invite people? Do you want to promote seasonal products or holiday sales? The visuals, text, and overall design depend on the primary goal of your brochure.

Know Your Audience 

Know your audience’s pain points, needs, and values. For instance, the overarching message of real estate brochures targeting young professionals differs from that of promotional materials meant for young families or retirees.

Use Eye-Catching Cover Design

Choose a cover design that is visually appealing, catchy, and memorable. Strong visuals and a clear headline are the key elements that encourage people to pick up a brochure.

Use High-Quality Visuals and Full Color Images

Using high-quality, full-color photos, illustrations, and graphics help make your brand look professional and reliable.

Write Clear, Benefit-Focused Copy 

Craft your message to highlight how your product or service can benefit readers or help them solve their problems. Also, add a clear call-to-action or CTA, which is a phrase that encourages them to take a specific step, such as make an appointment, visit a store, scan a QR code, or request additional information.

Keep It Easy to Read and Understand

Choose a standard brochure size and fold style . The folds serve as sections or panels where you combine text and visual elements to craft an easy-to-read copy. Opt for a bulleted list if you need to present more details.

The Don’ts of Brochure Design

Don’t Skimp on Quality

Having your brochures, flyers, and other promotional materials printed by a professional allows you to access premium cardstock and finishes that are not possible with DIY printing.

Don’t Forget to Proofread 

Proofread your brochure multiple times to catch errors in spelling, grammar, and punctuation. It is also recommended to get feedback from another person who can identify mistakes that you might have missed.

Don’t Expect the Brochure to Close a Sale

Brochures are marketing materials that present general information to attract potential customers — they are not tailored solutions for a prospect’s unique problems. The actual closing requires a personal and value-driven process that meets a customer’s needs and expectations.

Don’t Overload It With Information

Stick to a clear and simple message. For instance, a brochure announcing a three-day holiday sale should highlight heavily discounted products rather than a new store branch.

Don’t Use Non-Standard Shapes and Sizes

Printing brochures in standard shapes and sizes is cost-effective, especially in high-volume marketing. Also, they are easier to store and distribute than those with unconventional dimensions.

In Summary

Following these do’s and don’ts can help you design a brochure that is visually appealing and easy to read, giving just the right amount of key information to make readers want to learn more about an offer or to take the next step.