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The Evolution of Brochure Design: Drafts for Perfecting Presentation

This article by Michael W. Piczak from June 2003 explores the critical elements involved in brochure design, emphasizing the importance of content, presentation, and clarity. It discusses how to create an effective brochure by focusing on understandable content, quality images, clear calls to action, and maintaining consistency with corporate branding. The article also addresses practical considerations such as layout, font choices, and pricing transparency. Ultimately, it highlights that the number of drafts depends on getting the design right for effective communication.

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The Evolution of Brochure Design: Drafts for Perfecting Presentation

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  1. EVOLUTION OF A BROCHURE HOW MANY DRAFTS TO GET IT IN THE RANGE? (ANSWER LATER ON) Michael W. Piczak June 2003

  2. ELEMENTS DEMANDING ATTENTION IN A BROCHURE • CONTENT • PRESENTATION (ART/GRAPHIC DESIGN)

  3. CONTENT • EASY TO UNDERSTAND • USE OF IMAGES • CALL TO ACTION • PRICING CLEAR • EXPIRY DATES • PRICES SUBJECT TO CHANGE WITHOUT NOTICE • PHONE, FAX, WEB, 1-800s IDENTIFIERS CLEAR AND CORRECT • NO EQUIVOCATION/CONFUSION • TEAR AWAYS WORK

  4. ART/GRAPHIC DESIGN • HIGH QUALITY IMAGES (300+ dpi) • WHITE SPACE BALANCE • FONT CHOICES • LAYOUT • CONSISTENCY OF PRESENTATION • MATCHES OTHER CORPORATE IMAGE MATERIALS (WEB, BIZ CARD, LOGOs, ETC.) • PAPER CHOICE • COLOUR CHOICES • HOW WILL EVERYTHING PRINT FROM A COPIER?

  5. V1 STAMP SIDE

  6. V1 IMAGE SIDE

  7. V2 STAMP SIDE

  8. V2 IMAGE SIDE

  9. V2 STAMP SIDE COMMENTS

  10. V2 IMAGE SIDE COMMENTS

  11. VERSION 2 COMMENTS • ALL $ CANADIAN/U.S.? • ETHIER RESORT LOGO LOOKS LIKE RETURN ADDRESS • PLACE STAMP HERE • MAKE FONT ON ADDRESS PORTION LARGER • TAG LINE OUT ON ADDRESS LINE • BULLETS UNDER RATES & PACKAGES • SPELL CHECK • CONSISTENCY IN USE OF CAPS

  12. V2 COMMENTS CON’T. • FORGET DECIMAL PLACES • LINE THINGS UP • CUT LINE • LOOK AT WHAT GOES ON BACK OF MAIL IN • WHAT DOES CUSTOMER KEEP TO REMEMBER RESERVATION • “ITEM #”?; ORDER FORM TITLE??? • SET OUT TAX STRUCTURE (7% GST, 8% PST, STATE HOTEL TAX) • WASTED SPACE • SEPARATOR STRIP REPETITION FOR BALANCE

  13. V2 COMMENTS CON’T. • IMAGES NICE BUT CONSIDER IMAGES IN CONTEXT OF POSITIONING • WEB ADDRESS, 1-800 • VERBAL DIRECTIONS ON BROCHURE • FONT CONSISTENCY ON TAG LINE • RATES PER PERSON PER DAY? • MAP DIFFICULT TO READ

  14. V3 STAMP SIDE

  15. V3 IMAGE SIDE

  16. V4 STAMP SIDE

  17. V4 IMAGE SIDE

  18. V5 STAMP SIDE

  19. V5 IMAGE SIDE

  20. HOW MANY DRAFTS TO GET IT IN THE RANGE? ANSWER: AS MANY AS IT TAKES TO GET IT RIGHT

  21. NOW OFF TO YOUR COMPUTERS MY YOUNG CHARGES & GET TO WORK THE END Michael W. Piczak June 2003

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