The Best of Brochure Design 8

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PRODUCTS | SERVICES

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NONPROFIT | EDUCATIONAL

INSTITUTIONAL

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SELF-PROMOTIONAL

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ARTS | ENTERTAINMENT

EVENTS

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DIRECTORY

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ABOUT THE AUTHOR

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The basic purpose of a brochure is to make

information understandable. Beyond effective

communication, there are always other important

objectives: creating desire, clarifying, selling,

inspiring, educating, providing credibility, and

building relationships. A brochure also speaks

volumes about its moment in history. A brochure

describes culture, place, technologies, econom-

ics, and the values and passions of designers

and organizations that create artifacts worthy

of remembering.

From nearly one thousand entries, we selected

183 brochures. The inclusions met six criteria

for design excellence: overall impact, relevance,

appropriateness (audience, message, context,

use of materials), coherence, craftsmanship,

and aesthetics.

Receiving hundreds of brochures each week,

we assessed each entry based on its effec-

tiveness as a communication tool. We sorted

the entries into three levels: Exceptional, Superior,

and Standard. After our initial screening, there

were more than 300 brochures in the Excep-

tional category. With room for less than 200,

our criteria for selection became critical.

Lacking access to companies’ strategies and per-

formance results, we based our final selections on

all six criteria and celebrated additional qualities

such as exceptional writing, use of humor, envi-

ronmental responsibility, cultural impact, information

handling, and experimental technologies.

Although the majority of entries were submitted

in English, more than half of the brochures were

submitted from outside the U.S. Entries came

from a range of industries, including arts and

entertainment, retail, nonprofit, promotional,

and corporate.

It is obvious that the common thread running

through the work is the designers’ and clients’

vision for quality and creativity. What is not

shown in this book or articulated in sales figures

is the designers’ role in transforming abstract

ideas and information into tangible and com-

pelling experiences. The final selections for The

Best of Brochure Design 8 honor the designers and

organizations that push beyond good to great.

We thank each of you for submitting inspiring

brochures from every sector. It is good to see so

much talent and such commitment to commu-

nication excellence.

Ann Willoughby and the Willoughby Design Team

Kansas City, Missouri

INTRODUCTION

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