Set Goals and Define Objectives for an Effective Brochure Design

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Unlike billboards or hoardings, a brochure is more descriptive and hence more difficult to create. An ideal brochure design attempts to satisfy three conditions: instant visual attraction, easy readability, and interest generation. A professional designer would always attempt to satisfy all these conditions before creating a brochure. It is important to note that brochures are publicity materials with dual objectives of brand building and increased sales.

Creation of brochures has always been a specialized activity, which in recent times have become more sophisticated and objective. In addition to printed varieties, companies are devising online varieties for reaching out to prospective buyers across the globe. In this generation of E-commerce where trading in done across Internet, brochure designing has assumed comprehensive proportions. They are required to reach a target audience, build brands, create interest, and increase sales at the same time.

Setting a Goal

Designing of publicity materials becoming more comprehensive, it is crucial to have a goal as the initial step for its creation. It is easier to design a publicity material when a goal is set rather than when it remains undefined. Only information about your product or service should be contained in a brochure and not unwanted details. Your goal could either be image building, increasing sales, or creating awareness. Based on this goal, you reach your next step, which is identification of target audience.

Identification of Target Audience

Your target audience is based on the nature of commodity or service you plan to provide. It is evident that the target audience for bicycles is distinctively different from those of a luxury limousine, or that the buyers of sports shoes are essentially different from buyers of musical instruments. After the goal and target audience are identified, designing of pamphlets become much easier.

Three Objectives

A publicity material essentially contains three objectives: learning objective, emotional objective, and behavioral objective. Educating a buyer about a product or service constitutes learning objective; the generation of need makes up the emotional objective; and the steps of procuring this good or service constitutes the behavioral aspect.

A professional catalog designer based on these objectives creates the most appropriate publicity material. It must always be remembered that since a brochure is a representation of a company its quality should be superior. Images, content, paper quality, printing, and visual appearance should always be appealing. Throughout a catalog or pamphlet it is essential to maintain a particular theme and structure. Expressing multiple themes is unwarranted and needs to be avoided. Structuring is equally vital, as it creates an overall impression of our publicity material. A clumsy or unorganized structure is never acceptable as an advertising material for an organization.

Lucid Text

An important aspect of an attractive brochure design is a readable and lucid text. Texts need to be written in a language that is understood by most readers. Use of literary jargons and figurative terms are never appreciated for publicity materials. Script used in printing texts should be legible and sharp.


Images are inseparable portion of a catalog. These images must be relevant and clear. Smudgy and dirty impressions are never recommended.

5th Nov, 2012

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