Skip to main content
11195 Dolfield Boulevard
Owings Mills, MD 21117
Phone 443.548.3500

Monday through Friday
9 a.m. - 5 p.m. EST

Blog

Strategic factory in owings mills, maryland

The Art of the Brochure

Brochures are often seen as one of the more commonplace approaches to print marketing. To a customer, they’re sources of information. To a company, they’re a method of advertising. But what you may not realize is that to its creators, a brochure is a work of art.


Designing a brochure is a process that requires time, care, and a colorful palette of skills to create a final product to be proud of. Here are five steps a professional marketing team should take to bring your brochure to life:

avanti brochure

1. Consulting

Your brochure begins with you! A designer’s job is to realize your vision, so your initial conversation is dedicated to understanding the nature of your business, your aesthetic preferences, and your goals for your marketing collateral.  Who do you want your brochure to reach? How will it be distributed? Will you display it at the point of sale, leave it behind at a function or place of business, or incorporate it into a direct mail campaign? Brochures offer a world of possibilities – this is the time to decide which is right for you.

2. Brainstorming  

After the consultation, your designer will take all the information presented and use it to make marketing magic. The process begins with research to decide the essential elements of the brochure, such as its purpose and target audience. This is also the point at which your team will determine your business’s greatest assets: excellent visuals? An engaging story? Striking statistics? Whatever defines your brand best is sure to enhance your brochure!

3. Design

The decisions made in the previous two steps will translate tangibly into the shape and texture of the piece. Brochures are far more diverse than you may realize – a variety of papers and folds can convey a specific message for your business, such as a gate fold to reveal beautiful photography, an iron cross fold to hold additional materials, or an angle fold to produce a custom look. Your designer will ensure that the colors and any additional infographics used are cohesive with your brand.

4. Integration

Words and images need to go hand in hand – since content accounts for 80% of your marketing, it’s important for your copy to engage your audience. Sometimes pre-written content from your website or other print collateral is a great way to fill in your brochure and inform your customers, but it’s often advisable to let a professional copywriter work with your designer to integrate seamlessly with your graphic design. Either way, it’s essential for both you and your designer to proofread each iteration of your brochure carefully – a little typo can go a long way with a keen-eyed potential customer!

brochures

5. Presentation

Finally, with all these elements and decisions in mind, your designer and team will present you with a few different options for your final brochure. Professional designers will explain the ideas behind each so you’ll have a clear understanding when making your decision. When you do choose which design is truly your masterpiece, be sure to choose a professional printer who will ensure that your design translates as closely on paper as possible.

Brochures are more than just folded paper! With the right design, this artful print piece could make your next marketing campaign something special.

Need help creating and printing your next beautiful brochure? With our graphic design, copywriting and printing professionals, your masterpiece is in good hands!

 

 

Need help with brochures?

Tell us more about your project?