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BROCHURE BEST PRACTICES Quality brochures that clearly represent your District require some strategic planning
Before you begin designing or drafting copy, ask yourself what you want to accomplish with this brochure. Where will it be displayed and who is the target audience? Further, what do you want them to do after reading it? Once you’ve answered these questions, you’re ready to start the design process
Helpful hints for writing brochure copy: Focus on two goals Streamline content to achieve one or two goals; brochures that try to cover too many topics ultimately are confusing and unmemorable In most cases, brochures aim to raise District awareness and outline the services it offers Cover the basics Be sure the following information about your District is included: District name Mission statement Services/benefits Communities you serve “About the District” (refer to Website Best Practices document for more detail) Hours, directions and parking information (if operating a facility) Contact information Speak directly to your target audience Feel free to use “you,” “your family” and similar phrases throughout Be brief Avoid long sentences or sentences all together when bullets will suffice Include a call to action This can be as simple as calling to set up an appointment at your facility (if applicable), visiting your District website or following your social media channels 1/2 Helpful hints for brochure layout/design: Identify the preferred number of folds to determine page size Three-panel brochures printed on 8 ½” X 11” paper are the most common, followed by four- panel brochures printed on 8 ½” X 14”paper A designer can help you determine the number and type of folds (gate, book or concertina) to use based on the amount of content you want to include Also consider a more simple flier – a one panel, double-sided design on 8 ½” x 11” or 5 ½” x 8 ½” Keep it simple The most effective brochures have a simple structure to help readers quickly find the information they’re looking for Avoid overdoing images, graphics and text – otherwise, the brochure may appear cluttered Include photos and graphics A picture tells a thousand words – use colorful photos that depict your District’s patients or dedicated physicians and staff Graphs and charts can also help to illustrate a timeline of activities and important data, such as the number of community members served in your District or the financial impact of your District Insist on high-quality graphics Clip art, grainy photographs and other amateurish images will detract from the credibility of the brochure Use color judiciously Combining too many colors can create a look that’s unprofessional; use a palette of three to five colors. Incorporate any themes or colors the District utilizes Ensure your text is legible by putting a light typeface on a dark background or vice versa Stick to two to three fonts Serif typefaces are best for headlines and section heads San serifs are best for copy 2/2
The most effective brochures have a simple structure to help readers quickly find the information they’re looking for Avoid overdoing images, graphics and text – otherwise, the brochure may …
Best Practice in Brochure Design 1 Define your Target. When considering your brochure, it is important to carefully consider intended function and profile the prospective reader. 2 Define your Style. Your brochure style is defined by your target. ... 3 Ensure copywriting is accurate and effective. ... 4 Balance your Layout. ... More items...
Ensure copywriting is accurate and effective Successful brochure copywriting must communicate information economically and effectively. Brochure readers will often scan - rather than read - and this must be considered when writing text. Use headers, brief paragraphs and short sentences. Proofread carefully at all times. 4. Balance your Layout
They are ideal for direct mail campaigns, for use in handout promotions or for instore distribution to provide specific information to clients. A well designed brochure communicates effectively and is an affordable inclusion to any advertising campaign.