A brochure that is as informative as it is engaging is an integral part of your not for profit’s marketing efforts—so great attention should be paid to its design. At Trillion we insist on having a comprehensive amount of information when creating a brochure design for our clients—the type of information that some designers often overlook. We ask detailed questions so we can better position our clients’ brochures to stand out and grab their audiences’ attention.
Here are some important questions we ask in order to create an impactful brochure design:
Who is the target audience of the brochure and what do they want answered?
It’s important to know what questions your audience wants answered and deliver those answers succinctly. If you are providing content to your graphic designer, make sure it’s as complete as possible and that it speaks directly to your constituents. Many times an organization wants to talk about everything they do rather than addressing the relevant issues that this brochure’s audience needs to know in order to further engage them.
How will the brochure be distributed?
Do you plan on mailing your brochure by placing a first-class stamp on it? Will it be a part of a series of other brochures? Are you going to hand it out in person or will you distribute an interactive PDF via email? Knowing how you intend to distribute the brochure will help your graphic designer lay out the content effectively. If you do plan on mailing it, know that postal regulations may require you to wafer seal the open edges. Rack brochures should be printed on heavier paper stock so they don’t flop forward. Also, a protective aqueous coating can help reduce fingerprint marks if you plan on distributing the brochure by hand.
What brochure format works best for not-for-profits?
Sometimes a simple, two-sided brochure will work for your audience. Other projects might require a multi-page saddle-stitched or perfect-bound brochure. Knowing the audience, having clear goals and a budget with realistic expectations will help determine the appropriate format for your brochure (See this unique brochure that we designed for the NY-NJ Trail Conference). A quick discussion with your graphic designer early in the process can address time and budget limitations. We regularly have conversations with our clients to help ensure we’re on target with a budget, design concept, production schedules and date of delivery.
What kind of press will the brochure be printed on?
Knowing how many brochures you need will help determine the most cost-effective printing and production method. Your graphic designer should also recommend the paper that’s best suited for your project and method of distribution. Even a slight modification in size or production specifications can result in big cost savings. We’ve been able to make small adjustments for our clients which have saved them money, including increasing quantities to take advantage of a higher-grade printing press, as well as adjusting final sizes to accommodate postal regulations.
What is the best design option for the brochure cover?
You’ve identified your audience. You’ve decided how you plan to distribute your brochure, as well as its size and which press you will print it on. So now it’s time for the design. The graphic design should be appropriate for your audience and persuade them to take a particular action, BUT remember to pay extra attention to the cover! The cover is your “storefront window.” It should inspire your audience with visual and text elements that make them want to pick up your brochure. Your graphic designer should take into account the items above and create a visually stimulating composition to engage your customers and persuade them to take action.
How does your brochure design tie into your other marketing materials?
A brochure will be one of many types of marketing materials for your organization’s brand. The brochure should integrate and feel connected to your other communication materials. The language, colors, fonts and imagery should be consistent with your other branded communications. Also, consider how the distribution of the brochure will take place and what other marketing materials could potentially coexist with it. Think about the paper and printing method used too, as this is commonly overlooked.
Trillion creates successful brochures for many different types of not-for-profit organizations.
Trillion’s creative teams have created brochures that have inspired record donations, increased donor participation and helped capital campaigns meet or exceed their goals. If you want a brochure that meets your fundraising objectives, we can help! Contact Trillion and let our award-winning creative team get started. Simply give us a call at 908.219.4703 or complete our contact form.
