Why Brochures?

Brochures are an excellent tool in PR design because they allow practitioners to convey information in a visually pleasing way. These publications often include images and fun designs to keep the reader engaged.

According to this blog post by Flottman Company, there are many benefits to using brochures. Additionally, creating brochures allows for an increased use of the elements of design as it often incorporates visually aesthetic components that complement the information on each page.

This brochure from fitsmallbusiness shows the importance of visually pleasing images in a brochure.

As a public relations practitioner, it is important to include many elements of design on the brochure, including color, proportion, negative space, and typography.

Types of Folds

When creating a brochure, it is best to start with the type of fold you want to use. There are many types of brochure folds, and it is best to choose the best type of fold for the type of information you want to convey.

This image by PrimoPrint shows an array of brochure folds.

According to the blog post linked above, using a bi-fold or half-fold design allows for the images on the brochure to stand out to the reader. Comparatively, using a tri-fold brochure allows for a harmony to exist between the aesthetic elements and the body copy on the brochure. Using a gate fold brochure allows for a dramatic, eye-catching opening, while a Z-fold brochure is a great practice for direct mail as it can easily fit into an envelope.

Catering to an Audience

When creating a brochure, it is vital to understand the audience that you are trying to reach. While it can be eye-catching to include important elements of design, the body copy on the brochure itself must be tailored to the specific audience.

For example, in the brochure I created showcasing Royal Caribbean, I catered my messages towards individuals who are inspired by traveling. To incorporate this audience into my work, I utilized photos that showed the luxury that Royal Caribbean has to offer. To make sure my brand was remembered in my brochure, I made the colors on the page match the colors in the Royal Caribbean logo. Additionally, I included a “call-to-action” that shared a special deal for individuals who signed up to book a cruise on the Royal Caribbean Website.

Promoting Your Brand

Brochures are a very effective way to promote a brand and its values. According to this blog post by Shapco Printing, brochures help promote brands by showcasing the brand’s commitment to creating visually pleasing, time-consuming products. Additionally, brochures are an effective tool for distributing information about brands or products. Brochures stand out to audiences because they include eye-catching visuals, drawing the reader in.

Tips and Tricks

Creating a brochure can be tricky – creating a balance between the visual aspects presented on the brochure and the body copy can be difficult when designing for an audience. When designing a brochure, it is best to follow these practices:

Use grids – It is best to use grids in a brochure design to ensure that items in one section of the fold are not overlapping with items in a different section of the fold.

Don’t be afraid of negative space – It can be easy to incorporate many aspects of visual design in a brochure, including color, shapes and images. Don’t be afraid to use negative space to allow these elements to stand out on the page. Adding too many visual elements can become a headache for many audiences and overwhelm them, drawing their attention away from the message you are trying to convey.

Be patient – In any form of PR design, it is important to be patient with yourself. Creating an eye-catching, effective design takes time, and it is best to allow yourself time to step away from your design and come back to try new things. You may not get a perfect design on your first try, so be patient with yourself and don’t be afraid to try new things!