Brochures continue to play a key role in securing new business for countless companies around the world. They offer a variety of benefits to business owners – for example, they are affordable, they are easy to distribute, they help to build a sense of consumer trust, and they work to communicate the reason why a business exists in the first place and what it can do for its potential customers.
While designing a brochure might seem straightforward enough, there is truly an art to getting it right. Here is a list of the four most common mistakes to avoid.
Choosing the incorrect file format
Not sure which file format is best for a brochure? Most reputable printing companies will agree that it is a good idea to send your brochure design through for printing in PDF format. The main reason for this is that PDF files retain their formatting across all PCs, so you won’t get any nasty surprises when the final product lands on your desk a few days later.
Choosing the incorrect paper
Many business owners will select the paper for the brochure based on affordability alone. However, choosing a cheap type of paper can leave your brochures looking rushed and unprofessional. When choosing paper, aside from cost, you need to look specifically at weight and finish.
There are pros and cons to choosing paper that is lightweight. For example, paper stock is easier to carry and to fold, and yes, it is often cheaper, too. Card stock is heavier, but it is more durable, is immune to unsightly creasing, and can be made to stand upright on a surface for easy display.
When it comes to finish, the most important decision will be choosing between matte and gloss. Avoid opting for matte if your brochure contains plenty of beautiful images – they are sure to look infinitely better when printed on a bright, shiny surface. That is, of course, unless you wish to give them a softer, more understated appearance to prevent them from overshadowing the text.
Neglecting to find the right printing company
Not all printing companies are created equal! Take your time to find one that promises fast turnaround times, offers support in terms of getting your brochure design right (if it offers its own unique online design tool – even better!), allows for custom sizes, and does not require a minimum number of brochure orders to process your request. Finally, be sure to read through reviews from past clients before making a final decision.
Using stock imagery
The images that you select are an important part of your brochure. They play a role in making your brand relatable and generating a sense of trust in those who take the time to page through the document. Therefore, it is vital to steer clear of stock imagery. This type of generic imagery is easy to spot and immediately makes your brand come across as stiff and impersonal. Hire a photographer to capture images unique to your business instead – preferably depicting happy, smiling faces of staff and existing clients.
Best of luck!