Custom marketing materials are some of the most important things a business can have. As a tangible representation of your business, a brochure is something that lasts and is passed out at events, meetings, and networking opportunities.

Whether it’s a trifold or a two-sided card, designing a brochure can be a tricky feat. To start the design, refer to your style guide for colors and images to ensure you are on brand. If you don’t have a style guide for reference, work with a design and brand agency to stay on brand so your brochure can be an effective marketing tool for your business. However, there are a few things that you should keep in mind before you start designing.

Know Your Objective

This is probably one of the most important aspects. What do you want the person on the receiving end to get from the brochure? Are you looking to potentially acquire new customers, or is it simply to tell the story of your business? Once you have determined the goal, you’ll be able to map out the content and design of the brochure itself.

Use Your Own Colors and Images (and be Consistent)

If you don’t have a style guide, now is the time to think about creating one. If you do have one, refer to it to get an idea of what images, colors and fonts should be used in your design. It’s important for all marketing materials to remain consistent and on brand with your business. This goes for fonts and font sizes as well. We recommend using no more than two different types of fonts and sizes. A general rule of them is that your body copy shouldn’t be smaller than 10pt font. Too many type variations can look sloppy, which is certainly not an impression you’d like to leave.

Keep it Simple

The saying “less is more” is definitely true when it comes to a brochure. Since the format will generally be smaller than a piece of paper, you’re going to have a smaller amount of space for your text. Cramming several paragraphs is far from ideal, as the font will be very small and difficult to read. The best way to go about this is to keep your design simple with a few headlines, a couple of images and text. Remember the web design rule about white space and bullets. The same can be applied here.

Always Proofread

It may go without saying, but proofreading is a huge must for all marketing materials. Take a few reads and pass it along to someone else for a pair of fresh eyes. Since printing can be costly you will want to get it right the first time.