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Brochure Design Tips
Research shows that people respond more positively and remember longer full color promotional
brochures. The folds on your brochure will ultimately determine the communication. A tri-folded sheet will
enable you to use the 6 panels to create an excellent layout to use for your text and graphics.
On the other hand you may want to use the larger specs of a 11 x 17 brochure to present yourself.
In this case, by folding the document in half will allow you to use all 4 sides to your liking.
Either way, with the right layout and content, you'll be able to create an excellent presentation
for potential clients.
Normal Specs for Brochure Printing
Brochures are single sheet documents usually printed in one or two colors or in a full four-color
process. They come in several sizes and styles, depending on the application, and can be custom
printed to your specifications. Most printers can print in full color and offer standard sizes
of 8-1/2 x 11, 8-1/2 x 14, and 11 x 17.
Brochure Folding
The folding of your brochure can have a significant impact on its look, feel and functionality.
Folding option examples include:
1. Half Fold - Single fold providing 4 pages.
2. Tri Fold - Left and right flaps open to reveal a message inside.
3. Z Fold - The piece opens up like an accordion.
The Front and Back
Keep the front cover simple. It's purpose is to motivate the reader to pick up your brochure and open it.
The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are,
or 'where' the business is located. This is all good information but it wont help your customer to trust
you. There's little educational value. Keep in mind that your potential customer probably has other
brochures from other firms that also talk about their "latest equipment", "highly trained staff",
"years of experience" and "friendly customer service".
How to set your business apart from the flock
Marketing a business successfully requires a bit more thought than just placing pictures of your equipment,
staff or premises in a brochure. Give potential customers a reason to trust you. Minimise their risk by
giving them helpful information. Be different - most businesses don't do it!
If we think about building trust, there's a few ways we can go about it. Instead of the usual information that
is included in most brochures, why not try one of the following:
A checklist to help customers decide what they really need to do.
Tips on how to minimise their need for your type of services.
An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
An information sheet on your business including client testimonials, success stories, case studies, and some
history of the business. Remember to make it about customer benefits, not just about you.
A reference list of associated information sources, so the customer can see how much there is to know about your field.
Some services (accountants come to mind) have lots of helpful data, such as tax and depreciation rates.
Have the courage to tell your customers what they need to know. Give them a reason to trust your expertise.
Reassure them that you have their best interests at heart.
There are some great benefits from educating your customers. You'll find you face fewer customer
complaints, and attract a better standard of client. Because you have shown integrity and given the
customer information, they will trust you more and be less inclined to complain about trivial matters.
And make it very easy for your customer to contact you by including phone, address, fax, e-mail, website,
cell phone, etc. Be sure they remember you by also including your logo and tag line or slogan.
Research shows that people respond more positively and remember longer full color promotional
brochures. The folds on your brochure will ultimately determine the communication. A tri-folded sheet will
enable you to use the 6 panels to create an excellent layout to use for your text and graphics.
On the other hand you may want to use the larger specs of a 11 x 17 brochure to present yourself.
In this case, by folding the document in half will allow you to use all 4 sides to your liking.
Either way, with the right layout and content, you'll be able to create an excellent presentation
for potential clients.
Normal Specs for Brochure Printing
Brochures are single sheet documents usually printed in one or two colors or in a full four-color
process. They come in several sizes and styles, depending on the application, and can be custom
printed to your specifications. Most printers can print in full color and offer standard sizes
of 8-1/2 x 11, 8-1/2 x 14, and 11 x 17.
Brochure Folding
The folding of your brochure can have a significant impact on its look, feel and functionality.
Folding option examples include:
1. Half Fold - Single fold providing 4 pages.
2. Tri Fold - Left and right flaps open to reveal a message inside.
3. Z Fold - The piece opens up like an accordion.
The Front and Back
Keep the front cover simple. It's purpose is to motivate the reader to pick up your brochure and open it.
The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are,
or 'where' the business is located. This is all good information but it wont help your customer to trust
you. There's little educational value. Keep in mind that your potential customer probably has other
brochures from other firms that also talk about their "latest equipment", "highly trained staff",
"years of experience" and "friendly customer service".
How to set your business apart from the flock
Marketing a business successfully requires a bit more thought than just placing pictures of your equipment,
staff or premises in a brochure. Give potential customers a reason to trust you. Minimise their risk by
giving them helpful information. Be different - most businesses don't do it!
If we think about building trust, there's a few ways we can go about it. Instead of the usual information that
is included in most brochures, why not try one of the following:
A checklist to help customers decide what they really need to do.
Tips on how to minimise their need for your type of services.
An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
An information sheet on your business including client testimonials, success stories, case studies, and some
history of the business. Remember to make it about customer benefits, not just about you.
A reference list of associated information sources, so the customer can see how much there is to know about your field.
Some services (accountants come to mind) have lots of helpful data, such as tax and depreciation rates.
Have the courage to tell your customers what they need to know. Give them a reason to trust your expertise.
Reassure them that you have their best interests at heart.
There are some great benefits from educating your customers. You'll find you face fewer customer
complaints, and attract a better standard of client. Because you have shown integrity and given the
customer information, they will trust you more and be less inclined to complain about trivial matters.
And make it very easy for your customer to contact you by including phone, address, fax, e-mail, website,
cell phone, etc. Be sure they remember you by also including your logo and tag line or slogan.