Designing a brochure can be exciting, but it’s easy to get carried away and end up with a design that is overly complicated and hard to read. A brochure that is difficult to understand loses its value. The real challenge is in creating a brochure that is simple, clear, and easy to understand. Here are some common mistakes to avoid and tips to keep in mind when designing your brochure:
Avoid Common Mistakes in Brochure Design
1. Don’t reverse print: Avoid using white text on a black background as it can be hard to read.
2. Stay away from distracting backgrounds: Don’t use overly bright or harsh background colors that can strain the eyes.
3. Stick to one font: Don’t mix multiple fonts within the same sentence or paragraph; it confuses the reader.
4. Avoid excessive use of uppercase letters: Too many uppercase letters can make the reader feel like you’re shouting at them.
5. Choose a readable font size: Don’t use a font size that is too small to read comfortably.
6. Use easy-to-read fonts: For example, Naskh script is easier to read than Ruq’ah script.
7. Avoid sudden font changes: Don’t change the font or size suddenly to emphasize a point; instead, use bold or italicized text.
8. Use bold or italics for emphasis: To emphasize or draw attention, use bold or italic fonts rather than sudden changes in font style or size.
Speak Directly to the Reader
1. Use “you” in your copy: Address the reader directly with “you” in your headlines and content.
2. Appeal to both logic and emotion: Persuade the potential customer by addressing both their rational and emotional sides.
3. Put yourself in the client’s shoes: Understand the client’s perspective and how they view the product.
4. Use precise numbers: For example, say “97%” instead of “100%” to appear more realistic.
5. Avoid trivial remarks: Steer clear of generic statements like “everyone needs this product.”
6. Focus on real benefits: Highlight specific benefits and how the product can improve the client’s life.
7. Use bullet points and Q&A formats: Make the content more engaging and easier to read by using bullet points and a question-and-answer format.
When Using Images
1. Don’t overlay text on images: Avoid placing text over images as it can detract from the ad’s visual appeal.
2. Don’t split titles: Don’t split the title with half above the image and half below it.
3. Choose images carefully: Use lively, action-focused images rather than static, unengaging ones.
4. Combine text and images thoughtfully: Don’t let text and images blend into one another; they should complement each other.
5. Select images that are new and appropriate: Ensure that the images are both fresh and relevant to the brochure’s theme.
General Tips
1. Look for fresh ideas: Keep up with the latest trends in design and advertising to stay innovative.
2. Avoid copying popular ideas: Don’t replicate well-known ad concepts as it could diminish the originality of your product.
3. Consult a color expert: When it comes to printing, get help from a color expert to ensure high-quality results.
4. Stick to standard sizes: Designing within standard sizes can save a lot of money.
5. Think carefully before printing: Make sure the final design is exactly what you want before going to print.
In the End
If your mother can’t read and understand the printed version, no one else will be able to either 🙂
Note: Some tips are adapted from the book 151 Quick Ideas for Advertising.