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Some golden rules to produce a brochure

June 6, 2011

The binding is provided by an elastic band: small details that make a difference

I have read somewhere a phrase that got stucok on my mind:  a brochure needs beauty and mind.

Nothing could have said that in a more proper way, I thought immediately.

Beauty has to attract the eye, but then is the brain – the mind –  that you put into that promotional piece that makes the rest and makes them read and get the message – the final goal of your work.

Here some rules of thumb that may help us:

  • We are all too busy to read: USE PICTURES.
  • We are all too busy to read: USE PICTURES WELL!
  • DARE. Don’t linger on the usual formats, on the usual sizes – how many A4 brochures land on your desk everyday? and  how many of them truly grab your attention? Well, think about it and next time you are ask to design DIFFERENTIATE!
  • TELL A STORY everytime time that you can. The combination pictures/story is terrific.
  • DETAILS, DETAILS, DETAILS… and details again! When designing, allow enough for research and dedicate some of  precious time to small details, little touches of class such as a ribbon, an uncommon way to bind your booklet, a particular paper stock, an unusual hue, a spot colour, a varnish…  Even though these little primers will raise your production costs a little, they could make the difference – such a difference and sometimes for such little extra cost.
  • PAPERSTOCKS ARE NOT THE SAME  – don’t linger on the same old ordinary coated white paper. Dare! Look for new paperstocks. Get hold of the samples. Paper is a living matter. Touch it, feel the fiber, the thickness, the softness, the colour… and choses. You’ll be amazed by variety of stock you can use and also may  discover that the difference in terms of cost is minimal but the final result is not. Your client is not supposed to be aware of  thist, you are and you should tell them!
  •  SPEAK THE RIGHT LANGUAGE – don’t use criptical slangs or jargon expressions if not necessary. Be direct and use a language that is familiar to the target you are addressing. You CAN’T an expert of all trades and fields, let your clients provide the basic text – if they are not familiar with words, suggest them to rely on professional copywriter. Use common sense and keep a language that people can understand.

Dare, dare, dare! It could happen that your clients will say yes and you will see the difference, as well as they will.
If you never try you will never know, so give it a chance.

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