How to make a brochure that stands out

In a world saturated with marketing materials, a brochure is more than just a piece of paper; it is a strategic tool for businesses to make a lasting impression. 

Brochures must be more than visually appealing; they must cut through the noise with clear and captivating messaging to engage, inform, and inspire your audience. How do you create a brochure that genuinely thrills and converts?

In this comprehensive guide, we discuss the core elements of how to make a brochure that stands out. From understanding the target audience to selecting the perfect page orientation or layout, we will share practical tips for designing and printing high-quality brochures to enhance your communication strategy and drive business growth.

• A brochure is a versatile printed marketing tool that effectively combines informative content and compelling visuals to engage and attract specific audiences.

• Essential design elements include clear calls-to-action, prominent contact information, high-quality visuals, catchy headlines, sufficient whitespace, strong branding, and easy-to-read text.

• Critical steps to creating standout print brochures include identifying the purpose, understanding your audience, choosing the proper layout, crafting compelling content, enhancing with visuals, selecting an appropriate template, printing a test version, and finalizing the design.

• Leverage Gelato’s print on demand services to streamline custom brochure production, manage global distribution efficiently, and create impactful designs without handling physical inventory.

A brochure is a versatile printed document designed to convey detailed information about a business, event, or service. Typically, brochures are compact, single or multi-page folded documents that present key messages. They serve as impactful marketing tools, combining informative content and visual appeal to attract and engage specific audiences.

Creating an effective brochure goes beyond aesthetics. It combines strategic visuals, succinct messaging, and an intuitive layout. To make yours stand out, incorporate these seven essential design elements:

1. Action-based CTA: Direct readers with a bold, clear call to action. Whether they’re signing up, visiting a company website, or making a purchase, ensure it's prominently displayed and easy to understand.

2. Contact information: Make it easy for people to reach you. Include your phone number, email address, website, and social media profiles. Position this clearly within the brochure for seamless communication.

3. Compelling visuals: High-quality copies of your images, infographics, or illustrations grab attention and effectively communicate your message. Use high-resolution stock image library photos and graphics that captivate and engage your target audience and complement the written content.

4. Catchy headline: Start strong with a catchy headline that succinctly conveys the main benefit or message. It should grab attention and entice the reader to explore further.

5. Whitespace: Incorporate sufficient whitespace to enhance readability. This spacing helps declutter the layout, making the brochure look organized while emphasizing key elements.

6. Strong branding: Consistently present your brand through logos, colors, and fonts. Maintaining these elements throughout ensures brand recognition and portrays a professional image.

7. Easy-to-read text: Use concise, straightforward language with an accessible font style and size. Doing this ensures your viewership quickly grasps the content, facilitating effective communication with the audience.

Creating a brochure that captivates and informs involves careful planning and design. These eight key steps will guide you to create a compelling brochure for any audience.

1. Identify the purpose of your brochure

Before employing your design skills, determine the brochure's purpose. Are you promoting a product, announcing an event, or sharing company updates? By defining a clear goal, you ensure consistency in content and design, allowing the visuals and messaging to resonate with your audience and pushing them toward your intended call to action.

2. Know your audience

Identifying your target market's demographics, interests, and preferences lets you better understand your audience. Doing so forms the foundation for tailored content and designs that resonate, ensuring your messaging speaks directly to their needs and creating a more engaging and practical brochure experience.

3. Choose a suitable brochure layout for your message

When choosing a layout, prioritize clarity. Think about how each panel leads to the next, ensuring a smooth flow of information. Different fold formats, like tri-fold or gatefold, offer various ways to unfold your story. Select a layout that complements your message, making it intuitive for your audience to navigate.

4. Craft compelling content for your brochure

What is the intent of your brochure? Are you informing, persuading, or inspiring action? No matter what you're aiming to achieve, make sure to use clear, concise language and address your audience's pain points and queries. 

Prioritize critical messages and highlight benefits rather than features. Employ storytelling techniques for greater connection, and ensure the tone reflects your brand's personality.

5. Use visuals to enhance your brochure’s appeal

Select high-resolution images that align with your brand’s message. Incorporate infographics for data and graphs to simplify complex information. 

Ensure you place your visuals thoughtfully to draw attention to critical points, making your brochure attractive but also informative and engaging. Consider using charts or infographics to convey complex information quickly and effectively.

6. Pick a brochure template

When choosing a brochure template, look for professionally designed brochure templates that complement your brand’s voice and visual identity. 

Pre-designed templates can streamline the creation process, saving you time and effort. Ensure the design you select aligns with the brochure’s purpose, making the content stand out while being easy to customize.

7. Print a test version of your brochure

Once you’ve finalized your design, printing a test version of your brochure is crucial, as this helps you spot any color discrepancies or layout issues that may need adjusting. Review the printed piece carefully, and consider the feel of the paper quality and color vibrancy to ensure it meets your expectations before final production.

8. Edit, proof, and print the final version

Once your brochure design is complete, take the time to edit and proofread every element carefully. Correct any errors to ensure clarity and professionalism. Once satisfied, proceed to print. Gelato’s print on demand services can help you produce high-quality professional brochures, ensuring your final product is both captivating and informative for your audience.

Printing high-quality brochures helps ensure that you create stunning marketing materials that look professional and also effectively communicate your message. Let's explore some essential practices for achieving high-quality prints that capture attention.

Select the right paper, finish, and color

Choosing the right paper, finish, and color is crucial for creating captivating brochures. Start by selecting a paper type that complements your vibe—gloss-coated for vibrant colors, matte for a sophisticated feel, or uncoated for a classic look. 

Next, consider the finish; a shiny finish can enhance existing images, while a matte finish might bring a more understated elegance. Finally, pick a color scheme that aligns with your brand's identity, ensuring it's visually appealing and consistent across all your materials.

Ensure color accuracy and consistency

Ensuring color accuracy and consistency in your brochure is crucial for maintaining brand integrity and visual appeal. Use a color calibration tool to match on-screen colors with printed results. 

Choose high-quality images to guarantee vibrant colors and sharp details, and provide your printer with a detailed color guide or Pantone reference to ensure your final print accurately reflects your design vision.

Use a reliable printer

Choosing a reliable printer is crucial in ensuring your brochure online stands out. Gelato’s print on demand services offer exceptional quality, versatility, and efficiency. With our global network, you can print locally, reducing shipping times and costs, guaranteeing professional, high-quality brochures, and supporting eco-conscious initiatives through sustainable practices. 

By utilizing Gelato, you benefit from our vast experience and cutting-edge technology that maintains consistency across various formats and styles. Partnering with Gelato enhances your brochure's appeal as you invest in high-quality printing, which reflects your brand’s professionalism and commitment to excellence.

Now that you've mastered the art of designing an engaging brochure, let's explore the different standard layouts available. Choosing the right format depends on the amount of information you want to convey and the visual impact you're aiming for.

Bi-fold brochure

A bi-fold brochure (two-page brochure) offers a clear, focused layout with two panels, perfect for concise messaging and high-impact visuals. 

Ideal for corporate or event use, these brochures ensure straightforward communication. Quality digital printing and paper can enhance the tactile experience, distinguishing your brochure in professional settings.

Tri-fold brochure

Tri-fold brochures are compact and versatile, with six panels for structured storytelling. They feature enticing images on the outer panels and detailed content inside. 

These brochures convey substantial amounts of information and are ideal for trade shows, direct mail, or real estate brochures. Their size ensures easy storage and sharing, enhancing their practicality.

Z-fold brochure

The Z-fold brochure's zig-zag pattern divides content into three sections, ideal for storytelling or step-by-step guides. It's perfect for promotional materials like events or itineraries, offering space without overwhelming.

These brochures help engage readers with a creative, structured design that prompts them to discover content progressively. 

Accordion

Accordion brochures stand out with cascading folds, perfect for step-by-step guides or series content. Design them with consistent text and imagery flow to enhance storytelling. Ideal for product demos and education, they use high-quality images and concise text to captivate and engage your audience effectively.

Window or gatefold

Window or gatefold brochures captivate with unique folds that create anticipation. They guide readers through cleanly designed, impactful content, making complex information digestible. Leverage this by placing compelling visuals or messages upfront for a memorable, interactive experience that invites further exploration.

eBrochure

eBrochures are versatile, interactive digital marketing tools offering clickable links and videos. Their responsive design suits multiple devices. They're easily shareable via email and social media, ideal for expanding reach. Use your brand identity consistently to boost recognition, perfect for showcasing products, updates, or services.

Crafting stunning brochures that truly stand out requires a careful blend of design, content, and quality printing. By investing in the right tools and resources, you can create a piece that engages your audience and effectively conveys your brand's message. 

Gelato’s Design Maker tool enhances your brochure creation process by providing intuitive design features that streamline your workflow. Our print on demand services help transform your creative designs into professional brochures that capture attention and communicate your message. 

By choosing from our attractive subscription plans, you can leverage our extensive network of printer partners to accommodate both small-print runs and large-scale needs. This allows you to ramp up your printing solutions as your business grows and ensures you always have access to professionally designed, distinctive brochures without the hassle of managing inventory.

Take the next step in enhancing your marketing strategy and unlocking new opportunities for your business. Sign up for Gelato today to create brochures that will elevate your business!

How do I create a brochure?

Creating a brochure starts with defining your objective and understanding your target audience. Choose a straightforward, attractive design using compelling copy, colors, fonts, and graphics. Utilize professionally designed templates to simplify the process. Organize content logically, ensuring critical information is easily accessible. Finally, print using a reliable service like Gelato to produce high-quality brochures.

What should I include in a brochure?

Always incorporate a captivating headline, compelling visuals, and concise text. Ensure contact details are prominent and include social media links. Use concise bullet points for essential information and add a call-to-action to guide the reader. Evergreen content that stays relevant is vital, as is showcasing your brand’s ethos and value proposition. Keep design elements aligned with your brand identity for maximum impact.

Where can I find free brochure templates?

You can find free brochure templates on websites like Canva, Adobe Spark, and Lucidpress. These platforms offer various customizable options to suit different styles and purposes. Using these templates helps streamline your design process, ensuring your brochure appears professionally crafted without excessive time or cost investment. Simply choose a template, add your content, and you're ready to create a standout brochure.