Brochures are printed materials that serve as an informative instrument , either to convey specific information or to guarantee and reinforce the image of a company. They are characterized by their brevity, since they usually cover a short message on a single sheet of paper. These should have a simple design that invites you to read.

Brochures can provide important information about a brand, such as its products, services, events, facilities, and other offerings. Generally, they are deposited in mailboxes or delivered on the streets, with the public thoroughfare being their main means of circulation.

At present, the use of this advertising medium has been greatly reduced as a result of the increase in other types of newer forms of dissemination of information, such as the internet or social networks, but it is a technique that is still used with results satisfactory.

Benefits of brochures in companies

Brochures are tools commonly used by companies in their marketing strategy , to effectively disseminate some information regarding their services or products. Thanks to their different forms, they can be easily distributed, giving the brand the following benefits:

  • Present new services and products to the public.
  • Keep your customers informed.
  • Increase reach by advertising to new potential clients.
  • These can be delivered to the public by mail, in person or sent by companies dedicated to getting information to new customers.

Types of brochures

We can find a variety of types of brochures that differ in shape, size and number of faces. We can find simple brochures such as flyers or others with more elaborate structures such as the tritites.

Below we detail the main types of brochures and their respective main characteristics:

Flyers

  • This type of brochure is also called a flyer, it has a half letter size, which can be printed on one or both sides.
  • It is generally used to communicate more specific information, massively and efficiently.
  • Because it is one of the most economical types of brochures, these can be printed and distributed in large quantities at a reasonable cost.
  • They are generally distributed on the streets.
  • They are printed mainly on glossy or icing paper, with a weight that can vary from 100 to 150 grs.

Diptychs

  • The format of the diptychs consists of a tabloid or double letter size sheet, which is folded in two equal parts and its final size is letter size.
  • They are printed on both sides.
  • Its distribution of a personal nature, since they are usually used to present a general introduction to a business or company.
  • They are generally printed on icing or satin paper, or other types of cardboard that has a weight that varies between 150 to 300 grams.
  • Additional finishes are often added to improve the presentation quality of the brochure, such as laminate or UV varnish.

Triptychs

  • These brochures are letter size and are folded into three equal parts.
  • Triptychs are also printed on both sides.
  • They are used to distribute specific information in a massive way, but with a slightly more personalized delivery.
  • They are commonly distributed at exhibitions or fairs, as well as at the counter level in offices and stores.
  • Generally printed on icing or glossy paper, with a weight that can vary between 100 to 300 grs.

These are some of the most common types of brochures used in advertising, but their structure, proportion, and size really only depend on the creativity of the graphic artist.

What are the parts of a brochure?

The parts of a brochure consist of all those elements that make up its design and allow it to perform its function, which is to be a promotional method for a product or service.

These are very useful tools, since thanks to their simple design, they easily attract attention and are also easy to read, a correctly designed brochure has the following parts:

1. Design

The layout of the graphics, images and texts contained in the brochure is organized in the design . This is the first impression that the audience receives about the promoted service or product, so it is a very important element.

It includes the color palette to use, the typography, style of images and the layout in which they are arranged. In the design, the graphic aspect and the content are harmoniously related.

2. External titles

These titles are the ones found on the cover of the document . These titles contain the main theme of the brochure. They must be specific and clear. External headlines need to stand out in order to attract immediate attention and interest.

3. Subtítulos

They will cover the subtopics and complement the general topic . These are found within the brochure by dividing the main idea into several blocks. They should offer the user a complete idea of ​​the information contained in the brochure, showing a unit and hierarchy.

4. Text

The content corresponding to the subtitles is developed in the text. They detail the information that is intended to convey to the reader, in reference to the subject covered in the brochure. The text must have an attractive and fresh writing style, to attract the attention of the user, taking into account correct writing.

The information must be distributed starting from the simplest information, until reaching the most complex in a hierarchical way. The format of the brochure should not be saturated, since the simpler its design, the more pleasant it will be to the reader.

5. Pictures

All graphics and images are a critical factor in brochure design. These must be related to the general theme, since they are the visual representation of the information to be disseminated. The images within the brochure are a great tool to quickly attract the reader

Attractive and informative images should be selected, without the need to overload the image brochure, but with a correct balance between text and graphic material, reinforcing the information contained.

6. Closure logo

It is not essential, but the use of a closing logo makes a nice impression by promoting the company at the end of the brochure. Reminding the reader of your service offering as well as the demonstration of identity with the company.

How to make a brochure?

For a brochure to fulfill its function of disseminating information, its design must have some specific characteristics to make it attractive and interesting to the public, either to promote an event or publicize the services offered in a company. If you want to know how to make a brochure, you must follow the following steps:

  • Identify the audience for the brochure . In order for the information to reach the desired population, a target audience must be selected, that is, a specific group of individuals to whom the products or services promoted in the document are directed. The brochure should be specially designed with the target audience in mind.
  • Select a suitable format . Elements such as: the number of folds, document size and type of paper must be determined according to the target audience.
  • Determine the information . The content included varies in each brochure, these can include data such as: the characteristics of a product, the mission of an organization, diagrams, photos and any element that allows to remind the next potential clients, the basics of a business or to sell a specific service.
  • Plan your content . The key to a good brochure is to keep a simple but effective design, as information overload can make it look cluttered, losing the purpose of the message. Limit the number of colors to use between two and four, using each color consistently.

Why are brochures important in advertising?

Today society is increasingly related to the digital field. The innovative development of technology has managed to change and transform the way we communicate, and in this way, the method in which companies make themselves known.

But even in the boom of technological communication, printed material continues to be an indispensable part of any advertising strategy, since they enjoy accessibility and versatility that other media lack, such as:

  • They have a practical physical presence that attracts the reader , due to its tangible material it allows to stimulate the senses of the public by establishing a very important contact.
  • They manage to capture the attention and interest of those who read it , so they must have a correct design from a graphic level, taking into account factors such as the colors and formats of the brochure.
  • They represent the most effective communication instruments because they reach the public’s hands directly, highlighting the importance of their correct performance, since they must have a design that attracts attention and manages to integrate into the mind of the recipient.

Conclusion about brochures

Brochures are like cover letters of an organization or event, and serve to disseminate specific information directed towards a general public. This is an important means of communication to transmit, guarantee and reinforce the image of a brand or company.

Despite the arrival of new digital media, the classic brochures continue to represent an effective marketing tool, both to stimulate sales and to take care of the corporate image of an organization.

Samantha Robson
 | Website

Dr. Samantha Robson ( CRN: 0510146-5) is a nutritionist and website content reviewer related to her area of ​​expertise. With a postgraduate degree in Nutrition from The University of Arizona, she is a specialist in Sports Nutrition from Oxford University and is also a member of the International Society of Sports Nutrition.

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