What are the best strategies to design a brochure that effectively communicates your client's message?

2 Choose the format

The format of your brochure refers to the size, shape, and orientation of your document, as well as the number and arrangement of folds. The format will affect how much space you have to work with, how you organize your information, and how your readers interact with your brochure. You should choose a format that suits your client's purpose, budget, and distribution method, as well as the amount and type of content you have. For example, if your client wants to provide detailed information about their services to a professional audience, you might choose a letter-sized tri-fold brochure that can fit in an envelope or a rack.

3 Plan the layout

The layout of your brochure refers to the way you position and align your content on each page or panel. The layout will affect how your readers navigate, scan, and read your brochure, and how they perceive your client's message. You should plan your layout carefully, using grids, margins, columns, and white space to create a balanced and consistent design that follows the principles of hierarchy, contrast, alignment, proximity, and repetition. For example, if your client wants to create a visual impact with their brochure, you might use large images, bold headlines, and contrasting colors to draw attention to the most important elements, and arrange them in a logical and coherent order.

4 Write the content

The content of your brochure refers to the text and images that convey your client's message to their readers. The content will affect how your readers understand, remember, and respond to your client's message. You should write and select your content carefully, using clear and concise language, relevant and engaging images, and persuasive and informative copy that addresses your reader's needs, wants, and pain points. For example, if your client wants to build trust and credibility with their brochure, you might use testimonials, statistics, facts, and figures to support your claims, and include a headline, subheadings, body text, and contact information on each page or panel.

5 Choose the visual elements

The visual elements of your brochure refer to the colors, fonts, shapes, icons, and other graphics that enhance your content and create a visual identity for your client. The visual elements will affect how your readers feel, react, and associate with your client's message. You should choose your visual elements carefully, using a consistent and appropriate color scheme, font family, and graphic style that matches your client's brand, purpose, and audience, and that creates harmony, contrast, and emphasis in your design. For example, if your client wants to convey a friendly and approachable tone with their brochure, you might use warm and bright colors, rounded and sans-serif fonts, and simple and cute icons and illustrations.

6 Test and refine

The final step in designing your brochure is to test and refine your design before you deliver it to your client or send it to print. Testing and refining your design will help you identify and fix any errors, inconsistencies, or issues that might affect the quality and effectiveness of your brochure. You should test and refine your design by proofreading your content, checking your alignment, spacing, and margins, printing a mockup or a sample, and getting feedback from your client, colleagues, or target audience. For example, if you find that your brochure is too cluttered or confusing, you might simplify your layout, reduce your text, or change your format to improve readability and clarity.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?