How to Design a Brochure in InDesign
Despite the advancements in technology, printed brochures are still the most effective forms of advertising. In fact, research has revealed that 32% of modern-day tourists say travel brochures are still their most trusted source of information. With that, here is an easy guide that you can refer to when designing a brochure:
1. Understand Your Purpose
Without knowing your goals or objectives, how can you possibly create an effective printed brochure? Brochures can be used to promote your business, disseminate information, or both. Understanding your purpose first before you start creating a draft of your brochure is crucial to the effectiveness of the overall design. Through that, you can have a clear idea of what points to present, how to design the layout, and so on.
2. Consider Your Audience
Aside from understanding your purpose, you must consider your audience. You need to tailor your content, layout, and format to your audience's preferences. You can conduct surveys or research to get information about what they prefer to see in your brochure, how to present your information, what material they prefer, and so on. For example, if your target market is people on-the-go, it is best to keep your marketing brochure in a small and compact size. And it can be the opposite for people who are always at home like elderlies, people working from home, etc.
3. Stick to a Visual Theme
There is a fine line between a visually appealing and overwhelming brochure design. And that line is distinguished by the colors and theme that you use. When designing your business brochure, you have to stick to a theme to create a consistent and flawlessly look. And this logic doesn't only apply to the front page; you should also incorporate it on the inside pages and back cover. Having a solid theme sets the tone and gives your readers and consistent experience.
4. Use High-Quality Everything
From your images and illustrations to your typeface, colors down to your paper–you need to use high resolution or high-quality elements when you design your creative brochure. Any low-resolution details that you use will become evident, and you cannot risk producing a disappointing finish. Although specifications may vary, it is best to generally use images and design elements in at least 300 dpi.
5. Play with Textures
If you are designing a printable brochure for print, you can play with textures to set a good first impression. There are many physical features that you can play with to add value to the message you're trying to send to your audience. You can use foil to add shimmer to your finish; use Spot UV to achieve a unique gloss or matte finish to some parts of your output; make an imprint on certain parts of the design by incorporating letterpress. You can also use other folds such as accordion, double parallel fold, French fold, etc.; use die cuts to create mystery effect, and so on.