Ten Tips For An Effective Brochure
1. Big Bold Heading: There is no room for subtlety in brochure design. Your brochure will not be framed or hung on a wall. It has to compete with lots of brochures in a crowded rack. The larger the type the better! If you are well known, use your name, i.e. "Ben & Jerry's". Lesser-known Fred's Ice Cream should feature "Ice Cream" or "World's Best Ice Cream."
2. Heading on Top: It is very important that all of your vital information is in the top 2 1/2" of your brochure. Sometimes that's all you see in a rack. Also, place that info on the top of the back side, in case your brochure gets returned to the rack backwards.
3. Size: Sorry, there is not a lot of room for creativity here. All pieces should be folded to become 4"x9" for proper rack display. Some businesses are expanding their brochure to 10" in height, but that along with top folding increases your chances for the dreaded flopping factor.
4. Paper: Cheap paper makes your business look cheap. We recommend no less than 70 lb. coated stock for a 3-fold, full color brochure and no less than 80 lb. coated cover stock for a rack card. Grain direction should always run vertically.
5. Brochure Quantity: Regions of service desired, months of distribution, placement at Welcome Stations, Chambers and Travel Shows all go into deciding the quantity needed. Be aware your first delivery run will take a lot of brochures to initially stock the racks. There is a huge quantity difference in replacing your old brochures with a new one and using the same piece year after year.
6. For the Modern World: Be sure to list your full mailing address, with zip code, for the traveler equipped with a GPS system. Also, be sure to include your area code with your phone number, as cell phones require them even if you are calling from around the corner. Don't forget to include a QR Code or your website address and check to make sure they work!
7. Design: Keep it simple and clean. Colored photos are great. Be sure to include a map, hours, phone number and e-mail address. Be wary of listing prices and hours if they may change. Large type (above 7 point) is a must. Be sure not to redo your whole brochure just because your staff or graphic artists are bored with it. We have new tourists every year. A good brochure can be timeless.
8. A Good Map: Be sure your map is large enough for those of us who hate to wear our glasses. Get in your car and see if your map/directions work.
9. For The Printer: Please band your brochures in bundles. Paper bands or rubber band are fine. Brochures in a bundle should face the same direction. The maximum weight of each box should not exceed 40 pounds. The side of the box should be marked with your name and the quantity of brochures inside.
10. Save Money: Combining runs with another company printing a brochure of similar size and quantity may save you money. Also try printing off-season. You can benefit tremendously from giving your printer your order very early and allowing them a long time to print your brochure.