They say that print is dead. However, it is not. It is just evolving. It is becoming more connected than ever—and that is through the Internet (QR code, anyone?). Also, if you want a direct approach to marketing or talking to your customers, you might as well include print materials, such as brochures to your integrated marketing communications campaign. However, creating a print campaign is more than just writing the critical message and having it visualised through photographs and illustrations. There is a process that you must follow to come up with stunning print materials.
If you want to make this happen, you need to play by the rules. However, as you get better at it, that’s when you will be able to bend and break the rules. You might be a newbie in this discipline, or you are looking to revamp your old ways. Regardless, here are some of the things that you need to bear in mind when creating brochures and similar print materials:
Write the copy first
Everything will start with the brochure copy. This will be the source of the idea and key message that the art director will convey with their visuals. The copy should be short, concise, or direct to the point. Remember that you are implementing direct marketing, so you might as well make your copy straightforward and arresting. Make sure that the words are easily understandable. Avoid using jargon unless you are targeting the same people in the industry. More importantly, make sure that the copy can be easily translated into imagery.
Apply art touches
Your material shall be turned over to the final artwork department. This department shall take care of the fine-tuning of the material—from retouching the images to fixing the breaking, kerning, and leading of the text. This is often a challenging phase as art directors and copywriters will notice a lot of mistakes that they have overlooked during the previous stages of proofing. You need to make sure that everything is impeccable before turning over the material to a custom brochure printing shop.
Have it visualised
The art director or graphic artist will not interpret each word. Instead, they will comprehend the entire material and will only get the most important parts for visual interpretation. In this regard, the layout of the text and the visuals should be properly and carefully thought of. The harmony between copy and visuals should be easily seen, especially if you are creating an infographic where data should be easily understood through visual means.
Once the copy is applied to the layout and is interpreted visually, it is time to proofread the material. Start with the headline. Is it strong enough? Is it arresting? If you are okay with it, check the body copy for mistakes and lapses. Among the things that you need to address other than spelling and grammatical errors is the breaking of the sentences. The breaking should always allow for easy reading.
In the end, these are only some things to keep in mind when creating a brochure. You are always supposed to work with reliable copywriters, and art directors.