Brochures are still a top marketing tool for businesses. In a world where digital ads and social media rule, a pro-designed brochure can cut through the noise and be something people can touch, read, and remember. Unlike postcards or flyers, brochures have enough space to tell your story, show some great visuals, and guide your audience through all the details – in a format they can hold onto and take with them.
Whether you’re launching a new product, sharing your company’s story, or prepping for an event, a well-made brochure can do more than just get a single point across. It leaves a lasting impression. Here’s how to design, print, and get your brochures out there so they grab attention, educate your audience, and get real results.
Your brochure’s design plays a huge role in how readers interact with it. A polished design not only looks professional but also ensures your information is easy to follow and compelling to read.
How you fold your paper will determine how you’ll lay out your content. Even more than that, brochure folds help the reader navigate information easily. You want to make sure each message is in the right place so that the flow of information makes sense. There are three main types of brochure folds:
Design Tip: Before you finalize your brochure, sketch or print out a quick mock-up to make sure your content flows naturally from panel to panel.
With your fold style selected, it’s time to add your content to the panels. Break the sections up to ensure the flow of information makes sense. Here are a few suggestions on what to include in your brochure:
Remember: even though brochures have space for a lot of copy, it will not be enjoyable to read if it’s just a wall of text. Insert charts, images, callout boxes and bullet points to break it up. Make sure everything is clear and readable — you don’t want it to be too busy!
Additionally, make sure all your visuals are on brand! Design the brochure so it uses branded elements, including your business’s color scheme, fonts, imagery, and logo.
While using DIY design tools may make it easier to create a brochure, you still need a graphic designer’s expertise to get a professional result that represents your brand. A design professional has the know-how to match the fold style with the content so your message comes across smoothly. They balance the text and visuals so it doesn’t feel cluttered, creating a visually appealing layout. Not to mention, they carefully prepare the files for print, ensuring there are no errors and the final product looks perfect.
The difference a pro can make is huge. It’s like the difference between a brochure that gets tossed aside and one that people keep and remember — it leaves a lasting impression on potential clients.
Even the best design falls flat if the print quality isn’t up to par. Printing decisions, from paper type to finishes, play a huge role in how people perceive your brand.
The paper you choose for your marketing materials says a lot about your brand. Go for a low-quality, thin sheet and your brochure will look cheap and unprofessional. But a sturdy paper stock sends a different message – it looks professional and makes your brand seem more trustworthy.
When it comes to paper weight, a heavier sheet like cardstock gives your materials a premium feel. Just be careful not to go too far — extremely thick paper can be a pain to fold, making your design look clumsy. For example, a luxury car brand might choose a heavy, textured paper to fit their high-end image.
The finish you choose also makes a big difference in how your materials look and feel. Glossy is great for making images pop, while matte gives your design a sophisticated, understated look that’s perfect for high-end fashion. Some papers even have a soft-touch finish that invites readers to touch and explore.
If you want to add a little something extra to your design, consider using special effects. Spot gloss can highlight logos and make them shine, while metallic foil stamping adds a touch of elegance and sophistication. Embossing creates a sense of depth and texture, drawing the reader’s eye to certain areas. By picking the right paper and effects, you can create a brand experience that really stands out.
Standard sizes like Letter, Legal, and Tabloid are safe bets, but choosing a custom size can make your brochure really stand out. Oversized formats offer lots of space for big, eye-catching photos that grab attention, while smaller versions are easy to hand out at events, conferences, and trade shows. For instance, a travel brochure that unfolds to show a stunning landscape photo is sure to make an impression. Compact brochures, on the other hand, are perfect for crowded festivals where people don’t want to carry around a big publication.
Before you finalize your design, always test the fold on a mock-up to ensure everything lines up right. This is a crucial step that can save you from costly reprints and ensure a smooth finish. Imagine spending time crafting your message, only to have it messed up by a misaligned fold – a simple test can avoid that headache.
A professional print shop is like a trusted advisor, helping you make key decisions about size, paper, and finishes that can make all the difference in your final product. They’ll give you physical samples so you can see and feel the finish, texture, and quality of the paper, giving you a clear idea of what to expect. Local print shops also pride themselves on paying close attention to the details, making sure colors are accurate and everything’s aligned just right, which helps avoid costly mistakes that can throw off your whole project.
Today’s best brochures do more than just take up space; they connect physical marketing with digital engagement in a seamless way. One way they do this is by using QR codes, which can take readers directly to customized web pages, interactive videos, or exclusive deals, linking the printed page to the digital world. This combination of physical and digital lets marketers track engagement, collect data, and measure their campaign’s success more accurately.
In addition, being sustainable is now a key part of marketing. Companies that choose eco-friendly paper and soy-based inks show they’re committed to reducing their environmental impact, which appeals to consumers who care about the planet. This doesn’t just boost a company’s reputation, it also reduces waste and makes marketing more responsible.
A brochure’s power comes from more than just its design and printing — it’s also about how it’s used to grab potential customers’ attention. For example, in-store displays are a great way to show off your brochure. Placing them near checkout counters or product displays lets you tap into shoppers’ impulsive buying habits, encouraging them to pick up and check out your content. At events, brochures can be a valuable takeaway, giving attendees a lasting impression of your brand. Whether it’s a conference, trade show, or networking event, a professional and informative brochure can help establish your credibility and expertise, leaving a lasting impression long after the event is over.
Additionally, partnerships offer a clever way to expand your reach. By leaving brochures at local businesses, coffee shops, or offices that share your target audience, you can tap into an existing customer base, creating a sense of community and social proof. For instance, a fitness studio might leave brochures for a nearby health food cafe, creating a win-win situation that benefits both businesses.
From concept to completion, PostNet makes it simple to create brochures that look and feel professional. Our expert team can guide you through design, printing, and finishing options to ensure your brochure stands out and supports your business goals. Visit your nearest PostNet center today and see how we can turn your vision into custom-designed, professionally-printed brochures.
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