In his 1964 published book Understanding Media, Marshall McLuhan coined his illustrious paradoxical phrase “Medium is the Message”, thereby meaning that the manner or from in which a message or content is delivered is of as much significance as the message itself. If we go by what this great communicator said almost half-a-century ago and if we accept that his idea stands relevant even in today’s world, it becomes all the more essential that the characteristic of the form in which we send out our message be as efficient as the latter one.
Now as we extrapolate the above concept to your corporate identity, it would imply that every material-literary or application-based-that bears your logo on it carries with it not just that but also a piece of your business image. Whether it is the stationary merchandise embellished with your company’s name or bumper stickers showing your logo, it is an indirect representation of your identity. Would you check out luxury apartments if you read about them on a flyer in a shabby, rotten pub? Would you buy jewellery from reading about it on a garbage bin? Would you consider sending your child to a school that prints its brochure on a thin greyish paper?
While flyers, posters, stationary etc are all very well crucial, it is your brochure that should be your biggest priority when it comes to image-building among your peers as well as prospective customers. A brochure is your declaration of quality, commitment, dedication and seriousness towards your business pursuits. Not only does a well-conceptualized brochure convey your refined professionalism but also goes to show your responsible approach; because as per McLuhan, the way you present yourself is a medium in itself and hence speaks beyond volumes about you.
It is totally understandable that while writing a brochure is cakewalk for well-qualified and experienced public relation executives, the designing may not be their piece of cake. No company ever employs an official just to take care of its brochures thereby meaning that whoever handles brochure printing has usually also got his hands full of million other things-events to organize, annual reports to compile and meetings, seminars, product launches, media conferences. When faced with such scenario, it is always advisable to get in touch with a professional designer who will make sure that the appearance of your brochure also reflects the same values as is contained in your words.
But just because you are hiring a professional graphic designer for the work, does not mean that your responsibility takes a backseat. Remember that although a good designer will be eager to hear about your brochure beyond a formal brief and will try to understand the concept behind it, without you he is as good as an ensemble of empty canvas and colours without a painter. Without your prompt and sincere feedback the designer will have no other option but to take it as a just another orphan project and will disinterest him from giving his hundred per cent and ten to your project.
To make sure that your feedback is an added value to the designer’s effort, first you must know what a good, first class brochure looks like. Just because we want it to look professional does not mean it has to be boring too. Don’t fret if you have no knowledge of graphic design terminology to begin with. It isn’t no rocket science; having basic knowledge of major design elements will equip you well for overseeing any designing task for it is only a matter of juxtaposition and playing around with these elements to create any design. So all you really need to take care of are the elements given below and you shall be good to go design the best brochure for your company!
1. Colour: Your choice colours, is the first impression of your brochure. No one would like to pick up a business brochure as colourful as a kindergarten prospectus or as restrained as a funeral service pamphlet. The classic black does not come to your rescue here unless paired with greys and whites. Or better still, add just a dash of your logo or brand colour that market research shows to be strongly associated with your brand. But if you are a floral business or a restaurant, using colours as per their psychological perceptions is highly suitable.
2. Contrast: A subtle, yet highly conspicuous extension of the colour element is the contrast between your choices of colours. If the tone of your brochure is feel-good, familial light-heartedness, the contrast should guide the reader’s eye to the visuals and create a feel of happiness and joy. If it is for a sharp investment consultancy, draw attention to the facts and figures, achievements and testimonials.
3. Texture: Texture again depends on the kind of visuals and presentation of your text. The brochure for a dance school specializing in street-genres will require to have a raw, carefree, rebel look with lots of severe cuts and paint splashes giving it a funky texture while the one for a community hospital will have a clean, spacious texture with minimalistic fonts and sleek cuts.
4. Balance: Balance or unbalance between the three components-visual, verbal and white space can enhance the appeal of your brochure depending on the message contained therein. While a formal balance is adequate for official corporate brochures, while informal balance is great when you want to convey action or entropy characteristic of a summer program in arts, let’s say.
5. Space: Strategic use of space-or white space as we call it-generally plays a huge role in communicating the power, activity, flow and exclusivity of your product or services. Most high-end brands incorporate lots of white space in their brochure designs as it gives an instant feel of luxury to your message. Also, it helps you stand out among competitors and lower quality brands that try to en cash every inch of advertising or PR space available.
So next time you decide to rake in professional design services for any project make sure that these five elements and how you want them to be should be part of the crucial information you provide them in a written formal brief. However, to create the best, first you must know what a bad design work looks like. In a line, it is the one that-no matter how pretty or avant-garde it looks-subdues the message itself, as a result of which your medium becomes your only message. All of the given brochures are excellent design works, but in my opinion they fail to convey their messages as powerfully as their aesthetic architecture.
I sincerely hope that the information contained in this article helps you make better choices and get more out of not just your brochures but any designing project, be it visiting cards, posters, pamphlets, flyers or brochures. Also, to avail high-quality printing services is to do justice to the earnest efforts of your designer as well as of your own.
