All About Brochure Design and Printing

Why Printed Brochures Remain Vital in a Digital World

In an environment where marketing moves on at great speed– and then moves on some more, printed collateral is still important.

If you want to make solid connections with the people who buy from you, there’s one relatively simple thing you can do:

Have a brochure designed and printed.

Brochures Are Still With Us

Of course, to coin a phrase, “Brochures are Us”.

Xpress Group has been in business for over 30 years, designing and printing large-format displays, signs, and brochures.

We know that brochures still matter because our clients tell us so.

Also, in our opinion, a brochure adds a layer of humanity and credibility that digital marketing, although essential, can never quite match. A brochure is reassuring. It’s a thing you pick up, touch and take away with you. It’s tangible. It will never be a frustrating “404 error” broken link.

Have you ever considered actual brochure design? And printing? The elements in the chain have to work together seamlessly for great results.

There’s more to it than you may think.

Xpress Group’s design team will support and guide you toward your perfect company brochure. We’re happy to manage the whole process on your behalf. We’ve printed many, many brochures and can offer advice on what good looks like to help you make informed decisions.

Here are your need-to-know brochure design and print headlines:

How To Design A Brochure

Objectives – Back to Basics

You must know a) who your audience is and b) what you need your brochure to do, as well as what it should inspire the reader to do.

Brochures are primarily used in advertising, so obviously, they must make an immediate impact. Visually, they should be appealing, tell an exciting and engaging story, and prompt someone to take positive action, such as purchasing or booking something.

The Cover

This is the first chance to make a lasting impression; most likely, the only chance. So, make it count. Consider the cover of your brochure as a promise or a commitment of some kind.

It needs to reflect what’s inside.

If you feature a strong, high-quality image with a brief, easy-to-read headline or tagline, you’ll start to give your reader a clear understanding of the brochure’s content.

What Are You Offering?

To cut to the chase, your brochure should offer just enough information to make your audience want more. This type of marketing collateral is an opportunity; a world of new possibilities, whether you sell b2c or b2b. Your services and products improve their lives. But how, exactly?

To put it another way, consider this: what’s important is not what you’re selling, it’s the benefits it offers.

Note: not everyone can write. Engage the services of a professional copywriter if you’re not sure how to create content that will appeal to your target market. It’s much more complicated than it looks.

Important Information

You have limited space. Every image and every word must count. Your ideal layout should include details of:

  • Your company and its unique selling points
  • Your products’ value proposition
  • Calls to action – what is that all-important next step?
  • Prices, dates and opening times, if applicable. (There is some debate about including pricing in a brochure. It’s worth discussing, as this will not work for every business.)

More Important Information

Contact Information: Not everyone will buy from you immediately, but that’s the beauty of a brochure. So, make sure to make your contact details highly visible. For example, your address, phone number, email and web address, and even a simplified map to help people find you.

FAQs: Your readers may share similar concerns, so answer their questions before they ask them.

Testimonials: Nobody can speak about how your services have “worked” for them like your clients can. After all, they have experience of your company. Including testimonials with real people’s names is a powerful way to embed referrals.

How to Print a Brochure

Or instead, here are some key facts about brochure printing.

People respond well to clutter-free content and clear images, so choosing the right brochure size is essential. Here, we’re re-considering your audience and what you want your printed material to do. Perhaps it needs to go through a letter box. Or, in a presentation folder. How long will its content remain up-to-date?

Generally, A4 and A5 are popular sizes for brochures, with the latter supporting less rather than more copy.

Then, there’s

Brochure Format

A brochure design format refers to the size (see above) and fold of the brochure. The way it’s laid out is vital to the impact it will make: will there be text in columns or blocks? Perhaps one image will work best on the front – or a few, smaller images?

These aesthetics will depend on the fold.

Choosing the right one will allow easy distribution and storage. Here’s a quick guide to some of the industry terminology you may hear:

Accordion fold: the brochure folds in on itself, like an accordion, generally with four panels. This format is excellent for a step-by-step guide or for businesses with more than one service.

Bi-Fold: one of the most common types, this has a single fold in the middle to create four panels of content.

Tri-Fold: typically, this has six panels – three on the front and three on the back.

Single Open Gate Fold: a simple, classic layout that opens rather like a gate, with one panel folding in on itself.

Paper Finishing and Binding

These are two substantial topics in and of themselves, but in a nutshell, a brochure’s paper and finishing effects can make a significant difference to your branding. Typically, the thicker the paper and the finer the finishing, the better the impression. And, it will be more robust if it travels through the post.

Key Take Aways

  • In Xpress Group’s opinion, rumours of the brochure’s demise are very much wide of the mark.
  • As the above implies, there’s much to know regarding the intricacies of printing. Therefore, we’d recommend that you take advice from the experts at Xpress Group. Not only do we have an in-house team of experienced graphic designers, our printing experience will be your gain.
  • A brochure is a superb way to promote your business and find new customers. Get it right with Xpress Group.