• Paper: paper choice is very important. (See "produce and print" below)
• Space: a variety of spacing techniques can create a visually appealing piece
  • Margins
  • White space (unused portion of page)
  • Space between columns
  • Lines of type
• Color: the use of color enhances a publication
  • Spot color can be used sparingly alongside the normal color
  • A four-color process can be used. However, this is usually expensive
  • Photos may need to be kept to black and white if the budget is limited

Step #5 – PRODUCE AND PRINT

Depending on the complexity of a brochure, and the availability of printers in the office (inkjet, laser, etc.), brochures can be printed in-house, or taken to a commercial printer. This costs more, but saves time and energy, and the finished piece will be more professional looking.

Tips for Success:

• Get Quotes:
  Gather two or three quotes/estimates for printing the job.
• Check References:
  Ask around to see if anyone has used a printer and has had a favorable/unfavorable experience with them.
• Qualifications:
  If the job is 4-color (full-color photographs or lots of spot color) and is complex, or if a large quantity is being produced, the brochure might need to be taken to a printer who uses a printing press.

Using a Printer:

Make sure the printing company knows the following:

• Job description:
  What is the purpose of the brochure? What will it be used for?
• Desired size:
  For Example: 8½ × 11 with two folds, to a finished size of…
• Color (front and back of page):
  For Example: Four colors on the front and one color on the back, would be 4/1 color. Two colors on the front and 2 colors on the back would be 2/2 color. Also, do the colors bleed? This refers to color if it ex tends to the edge of a page. If color appears to run off the page with no border, then it bleeds. A bleed typically costs more.
• Paper type:
  The printer can help decide what type of paper is best, including thickness, coating (whether or not it is glossy) and the color.
• Quantity:
  How many brochures will be printed?
• Desired completion date:
  When does the organization need the brochures in hand?
• Method of transmission:
  How will the brochure be provided to the printer? Many ask for a camera-ready printout, or they require the finished brochure on disk.