• Collect other brochures and decide what you like and don't like. This is a great way to give your designer a clearer picture of your tastes.
• Learn from the competition: collect brochures of competitors in your industry. How can you stand out from these companies? What do you offer that they don't? What mistakes have they made that you wish to avoid?
• Show your brochure collection to family and friends and see what appeals to them.

THE BROCHURE IMAGE
Think about what you want your brochure to say to your customers when they pick it up, such as: "We make the highest quality products", or "Our service is the best", or "We are environmentalists", etc.

Remember that what people see in your brochure will be a reflection of how they perceive your company. Poor photos and flimsy paper sends a message that you are not concerned with quality.

THE CONTENTS
Why should someone pick up your brochure? It's simple: because it is attractive, and because it provides valuable information. Along with making your content valuable, consider these elements:

• Know what you want to say to your market, and prioritize your information. A good design will cause the most important items to catch the reader's eye.
• Keep it brief.
• Introduce your company. People are more likely to work with you if they are familiar with your company. Consider the brochure your introduction.
• Consider adding awards or certifications to establish credibility.
• Promote your niche! Know what you do differently or better than your competitors and use this as your selling point.

THE GRAPHICS
Graphics, be they illustrations, photography or computer graphics such as maps, play an important role in establishing your image and making your brochure appealing. Without quality photos or graphics, no matter how good the designer, it will be difficult to create an attractive brochure.

If your budget allows, you may consider higher a professional photographer to shoot your products, or an illustrator to create completely unique illustrations for your company. However, if you are on a tighter budget, there are many options nowadays for purchasing illustrations and photographs on the internet, and the variety is endless. Talk with your designer and he or she should be able to help you find the right graphics for your look and budget.

THE USES
How you plan to use the brochure will be an important part of planning the brochure design. Will it need to have a mailing panel or response envelope? Will it be placed in standard sized envelopes or racks, or can it be a more unusual, attention-getting shape? Your designer should be able to go over many creative options, sizes, folds and binding with you, according to your needs.

Contact Dayzign for more ideas on creating an eye-catching brochure specific to your business, or for a complementary estimate today.

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