Brochures are a tried-and-tested marketing tool that brands use to promote their products or services. They are versatile, cost-effective, and easy to distribute. However, designing a brochure that catches the attention of your target audience can be challenging.

In this blog, we will discuss eight brochure design rules that brands need to know to create an effective marketing tool.

Keep It Simple and Concise

Brochures are designed to quickly convey information to potential customers, so it’s important to keep the content simple and concise. Using clear and concise language is key, as it allows readers to quickly understand the main message of the brochure. Avoid using complex industry jargon or technical terms that could confuse readers. Instead, use language that is easy to understand and relatable to your target audience.

Limit The Number of Fonts And Colors

When it comes to design, less is more as limiting the number of fonts and colors can make your brochure easier to read and more visually appealing. Stick to a maximum of two to three fonts and colors and use them consistently throughout the brochure. This will create a cohesive design that is pleasing to the eye and easy to follow.

Using High-Quality Images

This is also important when designing a brochure. Images should be relevant to the content and should be high-resolution to ensure they appear clear and crisp in print. Avoid using too many images, as they can overwhelm the design and distract from the main message.

By keeping the content and design simple and concise, brands can create a brochure that effectively communicates their message and engages their target audience.

Use Whitespace Effectively

Whitespace, also known as negative space, is the area between design elements such as text, images, and graphics. It is an important aspect of brochure design as it can help guide the reader’s eye and make the content more readable. Using whitespace effectively can also create a clean and modern look that is visually appealing.

Use Margins and Padding

Allowing enough space between text and images is essential for creating a clean and easy-to-read design. Text should be legible and not too cramped, while images should have enough space around them to stand out. Using margins and padding can help create a consistent layout and ensure there is enough whitespace throughout the brochure.

Highlight Important Information

Whitespace can also be used to highlight important information and create a clear hierarchy of information. By giving key information more space, it will stand out and be more easily noticed by readers. This can be done through the use of larger font sizes, bold text, orby adding extra whitespace around the text or image.

When designing a brochure, it’s important to strike a balance between using enough whitespace and not leaving too much blank space. Too much whitespace can make the design look empty and incomplete, while too little whitespace can make the design look cluttered and overwhelming.

Have A Clear Hierarchy

Having a clear hierarchy is important for ensuring that the most important information stands out and is easily understood. A clear hierarchy of information can be created using headings, subheadings, bullet points, and other design elements.

Make Important Information Stand Out

Headings and subheadings are important for guiding the reader through the content of the brochure. They should be used to break up long blocks of text and to clearly identify the different sections of the brochure. Headings should be larger and bolder than the body text to make them stand out, while subheadings should be slightly smaller and used to provide additional context to the main heading.

Use Bullet Points and Numbered Lists

Bullet points and numbered lists are useful for presenting information in a clear and concise manner. They can be used to break down complex information into smaller, more digestible chunks. Bullet points should be used sparingly and should only include the most important information.

In addition to headings and bullet points, other design elements can also be used to create a clear hierarchy of information. Using different font sizes, colors, and styles can help important information standout and be easily identified.

When creating a clear hierarchy of information, it’s important to consider the reader’s perspective. The most important information should be presented first and should be easy to find. The layout of the brochure should also be easy to follow, with a logical flow of information that leads the reader through the content.

Ensure Brand Consistency

Brand consistency is essential for creating a strong and recognizable brand identity. When designing a brochure, it’s important to ensure that all elements of the design are consistent with the brand’s visual identity. This includes using the brand’s logo, colors, fonts, and other design elements.

Include The Brand Logo

Using the brand’s logo prominently in the brochure is important for creating brand recognition. The logo should be placed in a prominent location and should be large enough to be easily seen. The colors used in the brochure should also be consistent with the brand’s color palette. This helps to create a consistent visual identity and makes the brochure easily identifiable as part of the brand’s marketing materials.

Use Brand Fonts

Fonts should also be consistent with the brand’s visual identity. This includes both the typeface and the font size. Using the same fonts consistently throughout the brochure creates a professional and cohesive look. It’s important to use legible fonts that are easy to read and don’t detract from the overall design.

Other design elements, such as images, graphics, and other visual elements, should also be consistent with the brand’s visual identity. These elements should be chosen carefully to ensure that they complement the brand’s message and style.

Consistency should be maintained not just within the brochure, but also across all of the brand’s marketing materials. This includes social media graphics, website design, and other promotional materials. By maintaining a consistent visual identity, brands can create a strong and recognizable brand that is easily identifiable by their target audience.

Choose The Right Paper and Finish

Choosing the right paper and finish for a brochure can have a significant impact on its look and feel. The paper and finish can affect the overall quality, durability, and perceived value of the brochure. When choosing paper and finish options, it’s important to consider the brand’s message and target audience.

The Right Paper Matters

Paper options can range from thin and lightweight to thick and heavy, with varying levels of opacity and texture. The weight and texture of the paper can affect the perceived value of the brochure, with heavier and textured papers often conveying a higher level of quality. A heavier paper can also make the brochure feel more substantial and durable, while a thinner paper may feel flimsy or easily damaged.

The Finish Matters Too

The finish of the paper can also have a significant impact on the look and feel of the brochure. Glossy finishes can give the brochure a shiny and polished look, while matte finishes can create a more understated and sophisticated look. Other finish options include silk, uncoated, and textured finishes. Each finish has its own unique look and feel that can be used to create a specific mood or convey a certain message.

When choosing paper and finish options, it’s important to consider the brand’s message and target audience. For example, a high-end luxury brand may opt for a thicker and textured paper with a glossy finish, while a more eco-conscious brand may choose a recycled paper with a matte or uncoated finish.

In addition to paper and finish options, other printing techniques such as embossing, debossing, foil stamping, and spot UV can also be used to enhance the look and feel of the brochure. These techniques can create a tactile and visually appealing design that can make the brochure stand out.

Use Call-To-Actions (CTAs) Effectively

A call-to-action (CTA) is a powerful tool that can be used to encourage the reader to take a specific action. In a brochure, a well-placed and well-designed CTA can help to guide the reader towards the desired action, whether it’s visiting a website, making a purchase, or contacting the company for more information.

Make It Clear

To use CTAs effectively in a brochure, it’s important to make them clear, specific, and actionable. The CTA should be placed in a prominent location and should stand out from the rest of the design. It should be clear what action the reader is being asked to take, whether it’s to call, visit a website, or make a purchase.

The language used in the CTA should be action-oriented and persuasive. For example, instead of simply saying “contact us,” amore effective CTA might say “Contact us now to schedule your free consultation.” This language is more specific and provides a clear benefit to the reader.

It Should Stand Out

The design of the CTA is also important. It should be visually distinct from the rest of the brochure, using contrasting colors, bold text, or a different font to draw attention. The CTA should also be designed in a way that makes it easy for the reader to take the desired action, whether it’s by providing a phone number or website address.

CTAs can also be used throughout the brochure, not just at the end. For example, if the brochure is promoting a product or service, a CTA can be included on the page where that product or service is introduced, encouraging the reader to take action immediately.

Proofread and Edit

One of the most important rules for creating a successful brochure is to proofread and edit carefully. A brochure that contains errors or typos can convey a lack of attention to detail and professionalism, which can negatively impact the brand’s image and credibility.

Proofread

Proofreading involves carefully reviewing the content of the brochure to identify any spelling or grammatical errors. This can be done manually by reading through the brochure line by line, or by using automated spelling and grammar checkers. It’s important to also pay attention to formatting and layout, ensuring that all elements are aligned properly and there are no awkward line breaks or spacing issues.

Edit

Editing involves taking a broader view of the brochure’s content and structure, looking for ways to improve its clarity and effectiveness. This may involve reorganizing content, simplifying language, or adding additional information to make the brochure more informative and engaging.

It can be helpful to have multiple people review the brochure, as different perspectives can help to identify issues that may have been missed by a single reviewer. It’s also important to take breaks between editing sessions, as this can help to prevent fatigue and allow for a fresh perspective when returning to the brochure.

Once the brochure has been proofread and edited, it’s important to have a final review to ensure that all changes have been made and that the final version is error-free. This review should include a final check of spelling, grammar, formatting, and layout, as well as a review of any images or graphics used in the brochure.

Consider the Distribution Method

When creating a brochure, it’s important to consider how it will be distributed to the target audience. The distribution method can impact the design and format of the brochure, as well as the type of information that is included.

For example, if the brochure will be mailed directly to customers, it may need to be designed to fit within certain size and weight restrictions. Alternatively, if the brochure will be handed out at an event, it may need to be designed to be easily carried and stored by attendees.

The distribution method can also impact the type of information that is included in the brochure. If the brochure is being used to introduce a new product, it may need to provide more detailed information than if it is being used to promote a service or event. Additionally, if the brochure is being distributed to a specific audience, such as existing customers or potential clients, the information included may need to be tailored to their specific needs and interests.

It’s also important to consider the distribution channel when designing the brochure. If the brochure will be distributed digitally, it may need to be designed in a different format, such as a PDF or digital flipbook, to ensure that it is easily viewable on a variety of devices. If the brochure will be distributed physically, the design may need to be optimized for printing and include bleed lines and other printing specifications.

In Conclusion

Designing a brochure that effectively communicates your brand’s message requires careful consideration of various elements such as layout, typography, images, and more. By following these eight brochure design rules, brands can create a visually appealing and informative marketing tool that effectively communicates their message and promotes their products or services.

If you’re looking for help in creating the right brochure for your business, a design partner like Mad Creative Beanstalk is a great option. Trusted by 100s of businesses globally, we can help you design the perfect brochure for your business.