Job no: 08-97814 Title: RP: Design Matters: Brochures
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INTRODUCTION
Racks of them vie for attention in hotel lobbies. In fact, you probably run across
so many brochures in a week that you’ve stopped noticing the majority of them.
This competitive landscape may sound grim, but it also represents an opportu-
nity. With the right message and a compelling design, you can help your clients
cut through the clutter. Even the most brochure-weary eyes—those belonging to
tired tradeshow frequenters—can be won over with a good solution. Maybe it’s
an innovative fold, unusual size, or emotional headline. It all depends on what’s
appropriate for the brand and problem at hand. Do you need to tell someone
about a new product? Or build brand awareness? Is there an action you want
readers to take after interacting with the piece?
And then there’s the most important question of all: is a brochure the right
solution? You’ve probably sat in a meeting in which a client exclaimed, “We need
a brochure.” Maybe you nodded your head in agreement or rolled your eyes
as soon as you walked out the door. Some marketing departments seem to
order up brochures just to look busy. It’s your job to dig deeper to fi nd the real
problem: what do they want to accomplish? Then work with the client to fi nd
the best vehicle to turn those goals into reality—whether it’s a website, poster, or
brochure. It’s key to speak up and present yourself as a true partner.
This book features head-turning brochures from top designers and fi rms around
the world. You’ll fi nd everything from annual reports and retail brochures to
paper promos and real estate pieces. After taking in the details, you can read
up on how and why these pieces are effective print collateral. You’ll glean
tips, tricks, and best practices for everything from designing on a budget to
wrangling celebrities for a photo shoot. Learn why a font or fold works so well
for a particular piece. And understand the thought process and problem-solving
approach that led to a gripping concept. Read on for inspiration, ideas, strate-
gies, and solutions—information you can put to work on your next project.
Brochure Invasion
DESIGN MATTERS // BROCHURES 01
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Job no: 08-97814 Title: RP: Design Matters: Brochures
#175(P) Dtp: 199 Page: 7
(Ray) Text
ers: Brochures
p: 199 Page: 6
001-041_97814.indd 7001-041_97814.indd 7 8/14/07 5:05:09 PM8/14/07 5:05:09 PM

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