Flyers or leaflets are handy items used to reach to a large number of masses at one time. They contain details and serve as reference items for further correspondence. Leaflets or flyers can be single leaf, in cut outs or can be more elaborated in the form of brochure. Unlike billboards or banners, brochures are most difficult to explain. A brochure mainly has three parts
1. Read Me : Does the viewer decide to read it from one to all. Does the text and copy have an appeal to let the viewer decide to read it all.
2. Quick Scan : A brochure enables the person to have a quick scan of what it is about. Even if he does not read it more precisely, quick scan must help him to understand the goals and services of the company. What is the underlying concept and do the images help him to understand the strategy.
3. Interest of the viewer to decide to contact the company : If the brochure is so eye catching and excellently portrays company’s profile, does it actually convince the viewer to contact the company. This is the main reason why the brochure is made, to sell company’s name and to grab the audience.
The main objective of brochure is to understand the goal. Aims and objectives must properly be defined in order to design a proper brochure. Who is the target audience, what language they would understand, what is the imagery they would relate to.
The Theme and Structure
Though graphic designing appears to be very glamorous but in real sense it is communication design. The intent and the theme must be very clear to the target audience. Using too many colors in a brochure might not be a good idea since the essence is direct communication. Use of two or three background colors with the highlighted imagery would be simple yet effective. Maintain a great flow throughout the brochure, use harmonized images or thorough repetition or create a balance. Though brochure printing is done on a flat surface but create a proper grid on each panel. Give enough margin spaces to avoid clutter so viewer’s eye moves from one end to the other continuously and is able to read it properly.
Selection of Fonts
Selection of fonts is very important. Bold fonts are used for headings, easily readable fonts for rest of the copy. Font sizes are also important, neither too small nor too large. Brochure should have the quality of being read quickly. Too much copy would deviate the attention of the reader. Use bold words in copy, short clichés would be appropriate. Using image captions is a good way. Don’t use text over images unless images are being used as watermarks. Tell the reader step by step what he has to do to contact. Never forget to use company’s brief introduction and contact details.
Imagery is the best communication. The viewer before reading the text goes through the images. This is the best part of a brochure. Use the images so appealing and communicative that they drive viewer’s brain to read the text also.
Cover is the most fighting element in the market. It should scream take me, read me in the jungle of other covers. Minimal words and most vibrant imagery is the key to success. It does not mean it should be full of clutter but being simple it should have a shelf value.
Value for Future
What elements does your brochure have so the viewer keeps it for his future reference. Is it its design or information or just because somebody liked it. Even if this is the reason atleast some time in life he might use it and contact the company. It should not be thrown in a bin or should be flown away by making an airplane of it.
Use of cut outs increases the value.
Pop out images can be an interesting way to increase the value.
On the other hand flyers are brief, simple single leaf or maybe with 2 or 3 folds. Flyers have less opportunities to be creative since they are made to reduce cost of printing and reaching out to larger masses. Same points have to be kept in mind for flyers/leaflets as discussed for brochures.