The Art of the Promotional Brochure
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Transcript of The Art of the Promotional Brochure
The Art of the Promotional Brochure�
Darryl Palmer� Tracy Bryant�
Introduction�
! Darryl, UF Editor�
! Tracy, UF Designer�
Introduction�
! Increasing demand for marketing materials�
! Shift from descriptive to promotional brochures�
What is a brochure for?�! A note for future reference.�
! A detailed business card. �
! An appeal to the reader.�
! Leads to some kind of action.�
�
A brochure is a gateway, not a destination.�
An effective brochure…�
! Catches the eye�
! Informs, persuades, inspires�
! Leads to action�
An ineffective brochure…�
! Merely represents the subject �
! Too much information, cluttered�
! No call-to-action�
Planning�
Need for a brochure (why?)�
! Lack of awareness?�
! Need funding?�
! Recruiting?�
Planning�
Audience (who?)�
! Public�
! Legislature�
! Funding sources�
! Recruits�
Planning�
Message (what?)�
! Inform�
! Persuade�
! Usually a degree of both�
Planning�
Distribution (how?)�
! Locations �
! Events �
! Media�
! Mail �
Designing a Brochure�
General Design Principles�! Structure�! Type Styling�! Color �! Weight and Scale�
Designing a Brochure�
Graphic Design Principles�! Graphic Elements�! Imagery�! Grouping�! Rule of Thirds�
Anatomy of a Brochure�
! Cover �
! Most important part of brochure�
Anatomy of a Brochure�! Cover Design�
Anatomy of a Brochure��
Cover Text�
! Title vs Message �
! Inform, intrigue or alarm? �
! Unlike a poster, cover doesn’t have to say everything.�
�
�
Anatomy of a Brochure�
! Back Cover�
! The second most important part of a brochure�
Anatomy of a Brochure�! Back Cover Design�
�
Anatomy of a Brochure��
Back Cover Text�
! Call to action�
! Contact information�
�
�
Anatomy of a Brochure�The Inner Flap �
! Trifold brochures�
! Primarily a visual panel�
! Invitation to read on�
! Inspirational�
! Great place to spell out acronym�
Anatomy of a Brochure��
Body Text�
! Fulfill the promise of the front cover�
! Stick to a single message�
! Focus on results, benefits�
! Appeal to emotions�
! Speak the audience’s language�
Anatomy of a Brochure�
Body Text�
! Handle with care:�
! Bulleted lists—don’t overuse�
! Mission Statements—reword them!�
! Numbers & statistics--use sparingly, add graphics�
Anatomy of a Brochure�
�
! Body Design�
�
�
Case Study 1�Return on Investment�
! Why? Need additional funding �
! Who? State Legislators�
! What? Show benefits of investing in IFAS�
! How? Packets�
�
Case Study 1�
Challenges:�
! Source information was dense, numbers-driven�
! Many charts�
! Had to appeal to possibly critical audience�
Case Study 1�
! Title change�
! Changed headings to be more program-specific�
! Edited text into smaller sections, simplified language, �highlight benefits�
! Changed bar graphs into easy-to-see infographics.�
Case Study 1�
! Charts and graphs �
Case Study 2�
IFAS Communications�
! Why? We’re underutilized by extension communicators�
! Who? Extension agents�
! What? Convey why Extension communicators need us�
! How? Banner, brochures at conference�
Case Study 2�
Challenges:�
! Limited space�
! Establish brand identity�
! Needed strong visual, language appeal�
! Convey ICS’ role in communication metaphorically�
Case Study 2�
! Two Metaphors:�
! Megaphone (be heard)�
! Passing from hand to hand (pass it on)�
Case Study 2�Started here�
Case Study 2�Concept 2/FINAL�Concept 1�
Case Study 2�
Case Study 2�
! Learning from mistakes:�
! Photo issues�
! Message too vague�
Case Study 2�
! Getting the right shot�
! Models �
! Timing�
! Props�
Inspiration�
! Design conference�
! Graphic Showcase�
! Good, Bad and Ugly Wall�
Personal Experiences?�