Before you have a brochure, catalogue or brochure made, there is a lot to be done. It is therefore very important to be aware of all aspects of a brochure. To start with, just think of the layout. The first glance at the printed matter immediately gives an important impression. It must challenge you to open it and read it.
But that’s not all if you want to get a good brochure. The reader’s interest must remain stimulated when seeing your brochure. Long pieces of text and difficult language are generally considered illegible. A brochure with too much text is therefore actually a waste of money.
In addition, clear photos and pictures make your brochure attractive. Of course, all this depends entirely on the purpose and content of your brochure. The most important step towards a good brochure has already been taken by carrying out good thinking and clear consultation about the concept and content in advance.
What is the brochure about? Which subjects should be covered in the brochure? Have these subjects been written about before? Is there sample material available for your brochure? From which sources can you obtain information?
For whom is the brochure intended? If there are different target groups, indicate the order of importance. Describe the characteristics of each target group (old, young, educational level, activity pattern, knowledge of and interest in the subject, possible resistances, etc.).
What should your brochure bring about for the target audiences? Formulate the goals as SMART as possible (Specific, Measurable, Acceptable/ Action-oriented, Realistic and Time-bound). Use these goals as a ‘coat rack’ for the layout of the brochure.
Tailor the tone and design of your brochure to the target group. Also look at how other organisations appeal to these target groups. Write clearly, inspiring and active. Avoid bureaucratic language and jargon.
The way in which the brochure is designed and printed depends on the target group, objective, desired image and the available budget. If you outsource design and printing, make sure you have a clear briefing in which the above points are incorporated. The designer/printer can then make a proposal with a quotation based on this. It is worthwhile to request various quotations for your brochure.
How is the brochure used and distributed? Will you send it to the target group? Are current addresses available? Are you going to put it down in your own company or organisation, at other organisations, at meeting points or meetings? Will your brochure also appear on the website? Think of these kinds of questions about the use of your brochure.
Count back from the date of publication and create a timetable with all the activities and the names of the people who need to take action. Monitor deadlines and budget. Communicate changes in the planning to all involved.
Do a pre-test for your brochure It is useful to test the brochure in the concept phase with a number of people from the target audience. Possible questions are: do you understand what it says, what does the brochure bring about for you, what could be different and better?