How NOT To Design Your Print Brochures

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Author: Kaye Z. Marks

There are good brochure printing design and there are just some that are… My mother always told me that if I do not have anything good to say then I might as well shut my mouth. Anyway, careful planning can make a difference.

Before starting any printing design, you must have a clear idea of your objective. What do you want to achieve with your print brochures? A good brochure design should be able to convey what you or your business wants to establish. This could be achieved with proper layout. A good layout trains the eye and mind towards the single most important message in your brochure.

Let me tell you how to start a good design by suggesting how NOT to design. First of all, do not clutter. Yes, there are available spaces but it does not mean that you have to fill them all up. Spaces are good to allow your readers to breathe. The spaces could also be your margin. Without a definitive margin area, it becomes hard and confusing for the reader to understand it. Besides, lack of a definitive area makes your design look boring. Most designers compensate this obvious lack of margin by making the fonts bigger and bolder which does not necessarily make your design more appealing.

Second, do not squeeze in everything. Make use of negative spaces. Negative spaces are the spaces around the letters or images. These spaces add depth to the design. Many consider the use of equal negative space as a good approach and as a balance to the visible image or text itself. This basic and often overlooked design principle gives the eye a 'place to rest', thereby increasing the overall appeal of the design through very subtle means.

Third, do not stick to one color. Add contrast by varying the fonts. Consider the most important images or message to help you identify what fonts to use. For example, if your business is called Sam's Bed and Breakfast, you obviously would like people to know that your business is a Bed and Breakfast hence, you put an emphasis on the word 'Bed and Breakfast' first and 'Sam's' second. The fact that it is a bed and breakfast is probably more important to a tired and hungry traveler than the name of the person who actually owns it.

All these things make up for a good design. The use of margins, negative spaces and contrast makes your letterhead easier to read and more importantly, it is aesthetically pleasing to the eyes.

Kaye Z. Marks is an avid writer and follower of the developments in print brochures or brochure printing industry that help businesses in their marketing and advertising campaigns.