The paperless society never arrived. Printed brochures remain popular for their touchy-feel appeal, so get back with your PDFs! And while fewer companies mass print and distribute, brochures are still widely used within both B2B and B2C hemispheres for all kinds of products and services.
Keeping in mind the costs of layout, production, printing and postage, it’s important to get brochure design right first time. So what are the secrets of success?
Start by thinking about size and aspects. Common, economical sizes which are typically used for brochure printing are B5 (240 x 170mm) A5 (210 x 148mm) or A4 (297 x 210mm). Do you want portrait or landscape? This might depend on your images, especially the size and quality, but it’s very much a personal preference. The widescreen look, A4 landscape, is a popular modern style. Calico can advise you on what’s best for your products.
Most brochures are printed in 4 colours throughout, although sometimes a fifth colour, typically a Pantone (PMS), might be specified for a specific element, like a logo, to ensure colour consistency throughout. Calico has many clients who use metallic inks such as gold or silver for beautiful effects, especially on covers.
Graphic design and layout.
More than just colours and graphics, layout entails an understanding of usability, organisation and aesthetics. Overall, it drives how somebody might interact with the brochure. The cover and contents page must work together to deliver an anticipation of what lies within. All brochures should have a table of contents, and larger ones may utilise folios or tabs. Calico can advise on design and layout aspects of brochures. Don’t forget, white space is good!