The Complete Graphic Designer

Common Design Jobs

95

Brochure Design

A brochure’s goal is to present a company, its prod-

ucts, or services in a unique and interesting way that

not only grabs the viewer’s attention, but prompts

them to contact the company. The combination of

strong visual images with clearly written and concise

messages makes for the best design solution.

A brochure should answer the following questions in

a succinct and easy-to-follow format: What does the

company do? How can the reader get more infor-

mation? And most importantly, how will the reader

benefi t from their product or services? Creating a

strong written message is imperative, and there are

two ways to ensure the content meets the needs of

the piece—the designer can work with the client to

develop the content, or the client or designer can hire

a professional copywriter.

To convince potential customers

about their client’s knowledge of

building materials, the designers

created a dimensional brochure

for Tin Tab. Dimensional pieces

often garner more attention than

traditional folded ones.

Design: Aloof Design

The secret to creating a great

brochure is to entice the viewer to

open the cover. In this brochure, the

simple graphic of a tie on the front

prompts reader curiosity. As the

viewer is drawn in further, dramatic

imagery and bold typography keeps

the reader engaged. Avoiding large

amounts of copy ensures that the

piece will be read.

Design:

Hornall Anderson Design Works

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The Complete Graphic Designer

96

For a brand of colorful outdoor

lights, this sales piece utilizes

metallic silver printing throughout

to contrast with the vivid color pho-

tography that shows products in

action. Fold-out fl aps for each style

of light show product specifi cations

through the use of line art diagrams

and charts, while a loop-stitch bind-

ing allows the brochure to be stored

in a three-ring binder.

Design: SamataMason

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Common Design Jobs

97

Goals of a Brochure

• Entice the reader to open the brochure and read

more about a company, product, or service. The

designer has approximately six seconds to grab

the viewer’s attention.

• Establish awareness about a company, organiza-

tion, or product through interesting visuals and

well-developed copy.

• Provide useful and relevant information so

the viewer will want to keep the brochure for

future reference.

• Direct readers to seek out more information

through the use of a “Call to Action.” This can

include a phone number, email address, or website.

Brochures do not have to be four-

color to enhance a client’s image.

Bluestem Restaurant achieved a

high-end, elegant look by combin-

ing artistic, black-and-white

photography with a sophisticated

layout. A tightly cropped duotone

image of grass makes for a dra-

matic and thought-provoking cover.

Design: Indicia Design

To educate and inform on the safety

and use of original Nokia batteries

and accessories, an instructional

card with a hangtag was shipped in

a translucent silver mailer. A simple

wrap-around label was used for

addressee information, which did

not distract the viewer from the

most important pieces inside.

Design: Yellow Octopus

Types of brochures

1. Capability

Focuses on communicating the services

a company provides

2. Sales/Marketing

Presents detailed information about specifi c products

including features and pricing information

3. Image

Introduces a new brand or corporate image

4. Informational

Presents pertinent information about a specifi c topic

or issue the audience is interested in and provides a

way for them to get more information by directing

them to a website or phone number

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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