The challenge when designing a brochure is to incorporate the necessary information, while at the same time keeping the design uncluttered. Very often, clients give their designer too much information for a brochure. Sometimes the only way to solve this problem is to ask your client if you can cut out some of the images or copy they've sent you. But when this is not an option, here are a few more ideas for creating a clutter-free brochure that satisfies your client's needs.
Rewriting copy
Instead of asking to cut full paragraphs, ask your client if you can rewrite the copy they've sent you. Focus on a headline that makes an offer and a clear call to action. The headline should lead a reader into the brochure, and the information inside the brochure should lead to the call to action. When writing the technical information, draw each feature back to a benefit. Ask yourself, what will appeal to my audience? The fact that this pair of golfing gloves will provide comfort is a plus, of course, but most of all you want your reader to understand that using these gloves will make them a pro. Practical benefits should always be included, but don't forget to also appeal to a customer's desired lifestyle.
Subtitles
Break up long blocks of information with subtitles. This gives a reader the option to easily skim through the information in a brochure. Just make sure that your subtitles still provide the main points so that when skimming, a customer is led to the call to action. The best way to do this is to write subtitles that point to the offer in the headline. For instance, if the headline offers condos that provide the luxurious lifestyle customers have always dreamed of, the subtitles could point to no more yardwork, the large swimming pool, a clubhouse, and other such ease-of-living appeals.
White space
Keep enough white space between information so that the brochure's appearance is uncluttered. White space is a great way to break up copy and also lead the reader to the next point. Don't forget also to leave blank space along the margin of the page - the sides of the page. Margins create an organized look, much more appealing than cramming information into every corner of the brochure.
Size
You can always talk to your client about going with the next larger size for their brochure. Of course, this may not work for some purposes, but an oversized brochure catches the eye more easily than the standard 8.5x11 size. Remember to remind your client that the size of a brochure refers to the size of the paper when unfolded.
Folding
Another way to spread out the information in a brochure is through the type of fold you choose. The tri-fold is the most popular because it presents the information in a series of steps, but you may decide that a gate fold or half fold allows you to better organize information. An accordian fold has the benefit of folding a larger sheet of paper into the size required for brochure holders, giving you more real estate to work with while maintaining a versatile marketing tool.
Whatever you and your client decide is best for the brochure, always design according to the brand of the company. If you truly capture the image of your client, you'll be better able to convince them to cut down or reorganize their information.
