The Art of the Promotional Brochure�

Darryl Palmer� Tracy Bryant�

Introduction�

!   Darryl, UF Editor�

!   Tracy, UF Designer�

Introduction�

!   Increasing demand for marketing materials�

!   Shift from descriptive to promotional brochures�

What is a brochure for?�!   A note for future reference.�

!   A detailed business card. �

!   An appeal to the reader.�

!   Leads to some kind of action.�

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A brochure is a gateway, not a destination.�

An effective brochure…�

!   Catches the eye�

!   Informs, persuades, inspires�

!   Leads to action�

An ineffective brochure…�

!   Merely represents the subject �

!   Too much information, cluttered�

!   No call-to-action�

Planning�

Need for a brochure (why?)�

!   Lack of awareness?�

!   Need funding?�

!   Recruiting?�

Planning�

Audience (who?)�

!   Public�

!   Legislature�

!   Funding sources�

!   Recruits�

Planning�

Message (what?)�

!   Inform�

!   Persuade�

!   Usually a degree of both�

Planning�

Distribution (how?)�

!   Locations �

!   Events �

!   Media�

!   Mail �

Designing a Brochure�

General Design Principles�!   Structure�!   Type Styling�!   Color �!   Weight and Scale�

Designing a Brochure�

Graphic Design Principles�!   Graphic Elements�!   Imagery�!   Grouping�!   Rule of Thirds�

Anatomy of a Brochure�

!   Cover �

!   Most important part of brochure�

Anatomy of a Brochure�!   Cover Design�

Anatomy of a Brochure��

Cover Text�

!   Title vs Message �

!   Inform, intrigue or alarm? �

!   Unlike a poster, cover doesn’t have to say everything.�

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Anatomy of a Brochure�

!   Back Cover�

!   The second most important part of a brochure�

Anatomy of a Brochure�!   Back Cover Design�

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Anatomy of a Brochure��

Back Cover Text�

!   Call to action�

!   Contact information�

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Anatomy of a Brochure�The Inner Flap �

!   Trifold brochures�

!   Primarily a visual panel�

!   Invitation to read on�

!   Inspirational�

!   Great place to spell out acronym�

Anatomy of a Brochure��

Body Text�

!   Fulfill the promise of the front cover�

!   Stick to a single message�

!   Focus on results, benefits�

!   Appeal to emotions�

!   Speak the audience’s language�

Anatomy of a Brochure�

Body Text�

!   Handle with care:�

!   Bulleted lists—don’t overuse�

!   Mission Statements—reword them!�

!   Numbers & statistics--use sparingly, add graphics�

Anatomy of a Brochure�

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!   Body Design�

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Case Study 1�Return on Investment�

!   Why? Need additional funding �

!   Who? State Legislators�

!   What? Show benefits of investing in IFAS�

!   How? Packets�

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Case Study 1�

Challenges:�

!   Source information was dense, numbers-driven�

!   Many charts�

!   Had to appeal to possibly critical audience�

Case Study 1�

!   Title change�

!   Changed headings to be more program-specific�

!   Edited text into smaller sections, simplified language, �highlight benefits�

!   Changed bar graphs into easy-to-see infographics.�

Case Study 1�

!   Charts and graphs �

Case Study 2�

IFAS Communications�

!   Why? We’re underutilized by extension communicators�

!   Who? Extension agents�

!   What? Convey why Extension communicators need us�

!   How? Banner, brochures at conference�

Case Study 2�

Challenges:�

!   Limited space�

!   Establish brand identity�

!   Needed strong visual, language appeal�

!   Convey ICS’ role in communication metaphorically�

Case Study 2�

!   Two Metaphors:�

!   Megaphone (be heard)�

!   Passing from hand to hand (pass it on)�

Case Study 2�Started here�

Case Study 2�Concept 2/FINAL�Concept 1�

Case Study 2�

Case Study 2�

!   Learning from mistakes:�

!   Photo issues�

!   Message too vague�

Case Study 2�

!   Getting the right shot�

!  Models �

!  Timing�

!  Props�

Inspiration�

!   Design conference�

!   Graphic Showcase�

!   Good, Bad and Ugly Wall�

Personal Experiences?�