Print Materials • Brochures are frequently used to communicate with the public • Can be taken home and read over time • Can contain a great deal of detailed information
ABC’s of brochure design • Attractive • Graphic presentation carries the eye, contributes to message, includes white space, balanced • Brief • Text message is specific, concrete, lists, relevant, 5 or fewer main points; 1 theme • Clear • Language is appropriate, background explained, misunderstandings are corrected, interesting
Design must be attractive • Blocks of text, photos, or graphic illustrations make up a design • Design should be unified • Blocks should balance • Message or theme should have emphasis
Dense or large blocks weigh more than open or small blocks Large blocks closer to the center can balance small blocks farther out
Unity brings blocks together • Lines, bars, colored margin direct the eye • Consistent type styles • Color scheme should be pleasant • Consistent shapes & illustration
Emphasis draws the eye • Largest text = Title • Brightest color • Biggest graphic • Summary statement • Conspicuous shape • Isolated element • Pointing with elements
Use balance to design a page Balanced with movement Balanced but boring
CAPITAL LETTERS ARE HARD TO READ, ESPECIALLY IN LARGE BLOCKS OF TEXT, SO USE THEM SPARINGLY
Effective messages instill responsibility, provide information, support values Protect your water supply Clean your boat; check for mussels How to remove Brazilian pepper… Keep your cat safe and healthy--indoors
Theme • Identify a main theme • Make sure it resonates with the audience with language, images, & message • Highlight 3-7 supporting points • Not too many • Not too few • But just enough!
Connect with the audience • Ask questions • What grows in your yard? • Use the word “you” • Targets the reader • Acknowledge their values
Lists and steps • Procedural information is easy to convey in lists and steps • Consider bullets, arrows, or numbers to highlight these important points 1Stabilize soil on slopes and roads 2 Use water bars to keep water off roadways 3 Slow down water movement
Procedural information • Provides details about how to complete an action. • Which plastics to recycle • What question to ask • Where to find native plants • How to fertilize trees Critical if lack of information is a barrier to action
Language differences • Technical jargon may be a barrier to your audience • Ask them what they understand • Translate materials to their language
Make the text interesting • Active voice • Action verbs • Concrete examples • Short sentences • Common words • Organizing statements • Interesting topics Boring brochure?
Background information • Provide background to help readers make sense of the issue • Tell why, where, what the consequences would have been • This alone rarely is convincing
Impact information & feedback • People like to know what will happen if they take this action • People need to know that they’ve done it correctly • People are rewarded by information about their success Look for ways to communicate past success and current progress
Threat and fear can backfire Make sure the message includes how to prevent the problem with reasonable easy steps.
A communication gap? If you say: And they think: • Keep your cats indoors My cats don’t kill birds • Create defensible space I like my trees nearby • Test your home for radon Natural things can’t hurt • Clearcuts give seedlings Clearcuts destroy forests more sunshine
Address misconceptions • Understand and acknowledge their perceptions • Show how their understanding is not complete • Provide new information that makes sense • Show how it is more helpful
Exercise 4.6 Directions • Work in small groups to complete the worksheet as you analyze your brochure • Look for evidence of these ABC’s at work
Summary • Communication is a key part of every agency’s mission. • Brochures can assist by communicating specific information with graphics and examples. • You can use brochures to review key communication concepts!
Credits Brochures from: • Florida Chapter of The Nature Conservancy • World Wildlife Fund • Soil Conservation Society of America • North Carolina Conservation Tax Credit Program • North Carolina Smart Growth Alliance • South Florida Water Management District • US Army Corps of Engineers • Florida Yards and Neighborhoods, UF-IFAS