Brochures and flyers can be a great way of informing your target market about your product or services as they provide audiences with an immediate and tangible representation of your offerings. Dynamic, well-designed brochures and flyers act as ‘eye-candy’ for readers, grabbing their attention and drawing them in by promoting your message in an attractive, easy-to-read manner.
With a desire to share our knowledge and design expertise, we recently produced another design eBook – Brochure Design: How to create an effective brochure which contains simple desktop publishing tips and tricks to help business owners and individuals design their own professional-looking brochures and flyers. Armed with the easy-to-understand points outlined in this free eBook, you will be able to produce effective promotional materials without using specialist graphic design software.
Below are some additional DIY design guidelines to help you achieve great results with any printed publication project:
Be conscious about every element you place on the page. Nothing should be positioned arbitrarily. Every element (heading, sub-heading, body copy, images and captions) should have some visual connection which serves to unify the whole design. Strong, sharp edges create a strong, sharp impression. A combination of alignments (using centred, flush left and flush right in one project) usually produces a sloppy, weak impression.
Contrast not only adds visual interest to a page so the reader’s eye is drawn in but it also helps create a hierarchy of information so that the important points are obvious when scanning the page. Contrast can be introduced into the project by such means as typefaces, rules, colours, spacing, and size of graphic elements. The only way in which contrast is effective is if it’s strong. If two elements are not exactly the same make sure that they are very different.
Repetition helps to organise your information, guiding your readers through the different parts of the publication. Even in a one-page document, repetitive elements establish a sophisticated continuity and can ‘tie the whole thing together’.
If elements are related, make sure that you group them into closer proximity. Likewise, elements that are not directly related to each other should be separated. As in life, the proximity or the closeness of the different elements on a printed page implies a relationship!
Of course, if you do decide to commission a reputable desktop publisher or graphic designer to produce your brochure or flyer, you can be confident that you will end up with a professional end result that is exactly what you’re after.