A brochure is a great way to promote your business’s products or services at trade shows. It allows you to highlight key areas of your business creatively in a professional and an easy-to-read format.
In this 2 minute read, a Saskatchewan Graphic Designer reveals 5 Must-Haves for an Exceptional Brochure Design to motivate sales at trade shows:
Type
Does your brochure have one font or too many? Is the typeface all caps, too big, small and/or have awkward line breaks throughout? Can you tell the difference between the titles and the body text? Are the typefaces selected working in harmony with one another?
Type matters and shouldn’t be overlooked when designing your next brochure. Sticking to two typefaces that compliment one another is recommended. If adding a fun font, it's best to use it for titles and stick to a classic sans serif or serif font in the body.
Pro Tip: Serif fonts are easier to read when reduced to a smaller size and recommended in the body. Mix a sans serif and serif font (title and body) and you’ll be on your way to an exceptional brochure design that wins new business!Colour
Are the colours print-friendly (CMYK or Pantone®) and aligned with your existing branding? Are they attractive and appealing to the eye? Are they colours that add to the cohesiveness of the overall brochure design?
It’s common to see a brochure covered in colour. The choice and use of these colours should be carefully selected to engage potential customers and avoid any confusion or distraction.
Pro Tip: Use a professional printer if your brochure is covered in colour and has what is commonly referred to in the design world as “bleed”. This will guarantee the colour extends to the edge of the page as it appears on your computer. Otherwise an unwanted white margin will appear between the edge of the page and the colour which takes away from the professionalism of the brochure and your business (eek!).Pictures/Icons/Logos
Are the visual elements used in the brochure high-resolution? Have you incorporated a combination of pictures and icons to create an engaging and visually attractive brochure design? Are the logos the proper file format with a transparent background?
Visual elements add dimension to a brochure and make it more dynamic and interesting for viewers. Pictures can replace copy, icons can be used instead of words and logos can be added for brand awareness.
Pro Tip: Unsure of what makes a visual high-resolution? A reputable printer once told me, “if it appears blurry on the screen, guaranteed it will appear blurry at print”. High-resolution means the visual is crisp and a large enough file size for what it's being printed at.white space
Have you ever looked at a brochure that’s peppered with copy and visuals? There doesn’t seem to be a rhyme or reason and you’re struggling to figure out where one section begins and the next one ends?
White space is one of the most important graphic design elements for any piece of marketing material—including brochures. White space isn’t literally a “white space”. It could be a coloured space as well if the brochure has a coloured background. Instead, white space is the space surrounding all elements. It creates a sense of order in your brochure design.
Pro Tip: Brochure designs with more white space appear balanced, organized and approachable. Less is more when incorporating white space into your design. Less content and more white space of course!Copy
A viewer shouldn’t feel they are trying to crack the Da Vinci Code when reading your brochure. Is it clear what you’re trying to communicate? Are you using simple terms that a sixth grader could read?
The main message you’re communicating should be obvious and the supporting copy should go back to this message. Avoid unnecessary jargon and craft it so the majority of people will understand it. Aka “dumb it down”. Are there complicated industry terms that the average person won’t know? Don’t use them. Can some of the copy be shortened by removing words such as “really”, “very”, “just”, “then” or “definitely”? Do it. Keep your copy as short as possible.
Pro Tip: Spell Check before going to print! Some useful resources are: Microsoft Word, The Canadian Press Caps and Spelling Guide and the Canadian Press Stylebook. A quick Google News Search can also help you determine if something should be capitalized or not.
Overall, your brochure should be inviting, enticing and professional. It should communicate to viewers your desired message and encourage them to inquire further about a product or service.
Contact Us
Win new business with an exceptional brochure design. If your business is seeking more information on brochure design for trade shows in Regina, or just want to talk shop, contact us here.