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At times, we find a brochure lying on a coffee table, maybe while waiting for our turn at a doctor’s clinic. All it takes is a few seconds to want to look at it. Something about the headline or graphics strikes a bell. If not, the brochure is forgotten.

What is captivating about a brochure that makes it attractive and useful in this digital world? There is something indeed unique about it not unlike people walking on the road when a few of them arrest our attention. Why? There is something inexplicable that our senses detect about the way we look at things.

Designing is an intrinsic art and it ought to be unique and appealing. Graphic design is the use of images and symbols to create visual communication leading to aesthetic impact. Some brochures have stood out when graphic elements get reflected in the folds of the paper. These folds can be triangles and centre folds (with more than 2 pages) often rectangular.

Aesthetically done the brochure brings out a cohesive look plus readability. Designing has complexity but it is the simplicity of ideas that counts. Ideas need to be understood properly before it matures into successful experimentation.

Once in a painting exhibition kids were asked to draw Mahatma Gandhi. Every child drew India’s Father of Nation in his own way. One drew him looking rotund wearing dark glasses which to say the least was comical. Even grownups can be like the child artists. The difference lies in finesse. And that is what designing is all about.

What exactly is brochure? In the advertising world, a brochure is a mirror to convey one’s business or product superiority. It may be looking like a piece of paper folded into a pamphlet or leaflet and distributed as easily as a visiting card but it has its unique signature.

Some question the need for brochures when almost everything is done digitally. In these days of cashless and paperless transactions, a brochure still finds its pride of place as it is an important tool to connect with target audience which can set apart from the competitors.

As a marketing tool, it works wonder as it draws attention immediately. Many wouldn’t visit your website even when the need to do so arises. Brochure therefore attracts, gently nudging one’s curiosity. Isn’t that you want for your firm or company? Good brochures make psychological impact.

Designing a good brochure is easier said than done. Building up an idea and conveying it as message about product or service to impact lay or specialised minds is no easy task.

There are some essentials designing brochures.

  • Cover layout

Out of sight, out of mind. Obviously, brochure needs to be eye-catching and if it connects within few seconds there is something worth looking inside. Simplicity is the secret. Avoid too complex a design that could end up boring. You might have spent lot of time in creating the brochure but if it doesn’t catch the eye quickly for want of simplicity none the wiser. Brochure is designed for target audience with visual appeal minus exaggeration and confusion.

  • Content

Whatever you want to say about your product say it quickly without wasting words. Avoid hyperbole (Our company is the fastest growing…is a turn off). Avoid lengthy sentences. Brevity is the soul of wit. Good content depends on readability and readability depends on fewer words.

Use soothing colour vibrancy inside to complement the cover page. A scenic soft coloured background to the content makes easy impact. There is something soothing about Nature and the brochure could stir such emotion.

Nobody has the time to read about how many businesses you run or how popular you may be among your competitors. If you had vanquished competitors why turn it into a history lesson for casual readers?

Brochure is indeed meant for casual reading. If you are into product manufacture explain how it is a better option in terms of lower cost and quality. Customers want assurance and sense it between the lines. Pictorial representation, charts, and graphs all put across your message.

Once the brochure has done its work see how traffic to your website picks up and the phone starts ringing. E-biz firms operating on internet love to see glossy brochures that looks stunning on computer screen.

  • Editing

All contents need editing. Editing is the hallmark of good content. Use simple English without being repetitive. Use sub-heads as breaks to make reading easy. Suitable font and colour enhance imagery. Align the brand image with features and can help customers repose faith in you.

Finally, a brochure done well has good news. Isn’t business growing?