How will the organization distribute the brochure?

The method of distribution affects the overall campaign, and needs to be decided at the beginning of the design process. If the finished piece isn't a self-mailer, it must fit in an envelope. If it is a self-mailer, the piece needs to have the back page or panel designed with a return address and an area for postage and the address.

Step #2 – ORGANIZE AND DEFINE THE CONCEPT

Identify an effective concept that will help organize words, visuals, color and space so that the brochure will grab the attention of its readers. The purpose must be clear and the concept should be carried throughout the finished brochure.

• Create a headline that captures the message
• Choose a visual to complement the headline
• Give the information a new and different twist
• Ensure that information is accurate and the product of credible sources

Step #3 – WRITE THE COPY

Outline information and write the copy – pay attention to grammar and consistent style.

Grammar

• The rules of grammar always apply. If words are misspelled, readers may react in a negative way towards the organization.
• Make sure to read the text carefully – spell check doesn't correct misusages of words.
• Always keep a dictionary, thesaurus and The Associated Press Stylebook and Libel Manual handy at all times.
• Have more than one set of eyes look at the materials!
• Check and double-check facts to ensure accuracy. This is a must for good brochure copy.

Style

• Organizations usually adopt a particular style. The best way to determine a style is to read other publications produced by the organization.
• Develop an overall tone for the brochure. This often depends on the subject, but the tone should be appropriate for the brochure's purpose: light, heavy, formal or informal.
• Keep copy short and to the point. Brochures become boring when they are weighed down with too much copy.

Step #4 – DESIGN THE LAYOUT AND FORMAT

Design is the fourth step to creating a brochure. As a rule, it is usually easier to write brochure copy, then go back and replace paragraphs with pictures. Decide what pictures to use and place them accordingly.

Or to cut down on time, an alternative would be to write the copy and put it on a disk, then take it to a company that specializes in graphics production. The organization needs to decide if it is more cost effective to outsource, or produce materials in-house.

Elements of design:

• Format: size of paper used, and how it will be folded when finished
• Type: size and type of font used
  • Brochures can be more creative – but remember to stay consistent!
  • Typefaces are usually available in 6 - to 72-point size.
  • A typeface can affect a brochure's overall appearance.
  • Masculinity, femininity, formality, delicacy and other moods can be suggested with a type.
  • MAKE SURE THE SELECTED FONT IS READABLE!