Design Matters: Let the Brochure Cover out!

Previously on this blog, we discussed on getting results following 3 simple steps to brochure design. Now we look a bit more at the cover.

What should we take note of when doing up the cover:

1) Logo Placement
This should be placed in a prominent location. The worst thing to happen is when people are attracted to the brochure, picked it up, took a quick read, put it back (or throw it away) and could not remember which company this brochure is from after just 5 minutes. The logo do not have to be big if it is put in a location where it does not have to compete with attention from other design elements.

2) Product Display
If product images are decided to be placed on the cover, it should be sparingly used. We leave the catalogue kind of placement to the content pages rather than make it look like a flyer with 101 products on the cover. Of course, certain kind of industries do use this to good effect but as a rule of thumb, one to three product images are the best we would recommend.

3) Tagline/Motto
Do you remember taglines like ‘Good food at great prices’ or will you remember ‘Fingers lickin’ good’? I will assume that the latter will be the more commonly remembered amongst us. Fingers lickin’ good works so much much at conjuring an image than ‘Good food at great prices’, isn’t that right?

Simple and easy remembered taglines are used in corporate branding to ensure that the identity ’sticks’ with the audience. Just think about Nike ‘Just do it’ tagline which they have used for decades and it is easily one of the most recognisable tagline. Even Macdonald’s simple ‘I’m Loving It’ is working real fine and people remembers it because it is short and sweet. People can use it in their everyday language and straight away, it conjuries the brand in the mind. A good tagline is therefore, imperative as it helps to reinforce the brand and ensures consistency in all the marketing collaterals.

4) Colours
The guideline is largely based on the corporate colours which have to be fine-tuned to suit the brochure intention. Colourful or pastel colours works in various ways to emphasise the product or provide that professional look. Both might work. Broadly speaking, there are a fixed set of rules to adhere most of us will follow. Luminous or bright colours should be carefully chosen and sparingly used. Other than this, the rest of the colours are up for grabs.

5) Images
Most clients would like abstract images to be used. Example would be closed-up shots of just coloured items or blurred objects.

We feel that this should only be used for background. You might feel it looks nice but it stops there. There is nothing else the image portrays. It does not lead you to remember the product nor the brand. After going through the brochure, the result of it is most likely to be one of you remembering that there is a nice abstract picture used which you cannot remember what it means. The meaning is lost. So background is the place for these type of imagery.

Typically, we will recommend images more relevant or direct if it is to be used on the foreground. It is not all the time that we manage to find a powerful image that fulfills the brochure requirements so most of the time, each of the above design elements have to work together to provide the intended look.

Conclusion
Though we have mentioned the above, that does not mean that we follow strictly by it as it really depends on the requirements and the intended audience. Wed do break the guidelines when the need arises. The important matter is for the brochure to serve its purpose well. We do not claim perfect brochure designs but we do follow a certain thought process before coming up with a design. The brochure cover has to look complete and be cohesive with the remaining parts of the brochure.

So the next time you look at a brochure, take more notice of the reason of being there for all the cover elements.

Previously on this blog
Brochure design results with just 3 simple steps

Design Matters: Brochure design results with just 3 simple steps

When TILT receives a project asking for {en:brochure|brochure} design, one of the favourite question that clients like to ask is – “How much is it going to cost me?”

We would like to respond with, “as much as you can” but that might seemed unethical and it makes people think we are not professional. So we have not used this answer till now, at least not yet. Probably our clients understand that you-get-what-you-pay but sometimes, negotiation is a trait and skill that we all like to employ from time to time.

And of course, effort vs cost is a tricky combination to balance. After all, we pride ourselves on providing value that clients grows to appreciate after completing the first project. It is evident as recurrent sales account for about 80% of our revenue.

What we would like to focus on, however, is whether the design of the brochure will suit our client’s purpose, appeal to their {en:target audience|target audience} and make the sale.

Let me just list down 3 main key points below:

1. Let the Brochure Cover Out – Something has to SHOUT out here. But what is it? Something that sells! An attractive or interesting photo, a clever {en:tagline|tagline} or loud tagline. Basically, the cover have to provide the draw for people to walk over and then pick up a copy of it. Sometimes though, a simple relevant image or logo will do the job, it all depends on the job scope really. It’s purpose is to attract.
2. Amplify the Key Points – Cut the unnecessary information and text if possible as these just distracts the reader. Just provide the selling points and exists to maintain the reading interest. It is supposed to evoke emotions.
3. Get the Sale – Once you have gotten this far, this is the last chance before the reader decides to throw it away, chuck the brochure aside, keep it for reference, or contact you for the sale. Put in the sales clincher statement or an easy-to-do action like ask for quotation or request for a discussion. This is an action-trigger.

Just 3 simple tips to remember for now. The design is to get the bite and leave a good memorable aftertaste. It is as important, if not more so, than the text copy.

For more detailed tips that expand on the above 3 points, do keep a look out for our upcoming articles.
Let the Brochure Cover Out!