Design Harmony in Brochure Printing

In brochure printing, as in life, success is all about balance. The challenge is that although brochures are intended as informational marketing tools, they can easily suffer from an excess of information. Any time you begin to design a brochure, you have to think about how you're going to keep the copy as minimal as possible, while still getting all the information across.

Balancing Words and Images

A brochure that is ready for printing will exude an obvious visual harmony between words and images. The better you are able to set up your information for the reader, the more likely it is to be read. To do this, content must be refined and designed to guide the eye through the brochure.

  • Begin by drafting everything you feel is absolutely necessary to say, then cut it down by half. As tough as this is, it will have been worth it once it's brochure printing time.
  • Next, divide the information into manageable chunks. You should have two categories: paragraph copy, and tagline copy.
  • Paragraph copy should be distributed throughout the brochure, generously interspersed with space or images. Make sure that paragraphs are offset from each other when the brochure is completely spread out, or your small paragraphs will appear blocky and overwhelming.
  • Don't design each section of the brochure individually. Although each section will serve its own purpose, it's important that the big picture be visually consistent and in accord.

Guide Your Reader

As you begin to place text within the brochure, think about how you want the reader to travel through the text. The eye will intuitively make judgments about what the most important pieces of information are; get it moving through your printed brochure with:

  • Font size: the largest text will be read first.
  • Color: a strong background or font color will draw the eye.
  • Sharpness: Copy should move from sharp lines and color contrasts for the most important points, to systematically softer shapes and tones.
  • Positioning: Have bold, catchy taglines flow seamlessly into longer copy. Done well, this can almost trick the eye into reading more than the viewer intended.

Spaces vs. Graphics

Once you've begun to get a handle on copy, it will be time to consider colors, textures, and images. The extremely copy-heavy brochure should not try to make up for its excess of content with equal measures of graphic busyness.

Sometimes, the best thing that can be done is to leave some empty space in the brochure so that the eye feels more relaxed and less assaulted. A good philosophy when it comes to open space in brochure printing is "Open space is never wasted space."

An absence of graphics does not mean 'boring.' A purely typographical brochure can, in fact, look very clean, modern, and intriguing. The key to keeping things exciting, and a great way to include additional information, is to design copy as graphic. Large words, unusual fonts, and layering of text can all create this effect.

Brochure Printing for a Song

By paying attention to visual rhythms, like the ones described above, a text-heavy brochure can be made airy, and the reader can be lead effortlessly through their engagement with the piece, without feeling that they are being bombarded by copy. If you can figure out how to design a brochure like that, then it's ready for low cost printing at Hotcards.