Graphic Designing
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It is read a week later, by somebody you never met.
A brochure is handed over at the end of a meeting and read, if at all, days later by a colleague who was not there. Everything about its design should follow from that.
Short answer
Brochure design produces printed material that must work without you present. It is structured for skimming rather than reading, carries the specifications and proof a buyer needs, and is supplied print-ready with correct bleed, colour and resolution.
Structured for skimming
Print-ready files supplied
Specifications, not adjectives
Source files handed over
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01 The premise
Design for the second reader.
The person you hand a brochure to is rarely the person who decides. It goes into a bag, reaches an office, and is read by a colleague or a manager who was not in the room and has no context. Everything you said in person is absent. What remains is what the document itself communicates.
That second reader does not read a brochure the way you would like. They skim headings, look at pictures, check specifications, look for a price indication, and decide within a minute whether to read anything properly. A brochure written as continuous prose about your company’s values loses them at the first paragraph.
So the structure that works is close to the opposite of what most brochures do. What you do, stated plainly at the front. Specifications and options where they can be found. Evidence of similar work. Clear contact details on the back, because that is where everybody looks. Company history and philosophy, if included at all, near the end where they belong.
02 Contents
What a brochure must contain.
Frequently missing, and each omission costs an enquiry.
Contents
- What you do, on the front. Not a slogan. A stranger should know within one line whether this is relevant to them.
- Specifications. Sizes, capacities, materials, options, compliance. Buyers filter on these and hiding them removes you from consideration.
- Some indication of price. A range or a starting point. Complete silence means the reader assumes expensive and stops.
- Evidence. Real projects, real clients where permitted, real photographs. Stock imagery signals there is nothing to show.
- Contact details on the back. Where everybody looks. Phone, email, address, website — complete and correct.
- A reason to act. What happens next, and how to start it. Brochures that end with nothing to do are catalogues of information.
- A date or version. So an old brochure can be recognised as old rather than believed.
03 Formats
Format, and what it suits.
Chosen from how it will be used and carried, not from what looks impressive.
| Format | When it fits |
|---|---|
| A4 folder with inserts | Product ranges that change. Update one insert rather than reprinting everything — genuinely economical. |
| A5 or DL leaflet | Handed out at volume, at events or door to door. Cheap, disposable, one message. |
| Tri-fold | A single service explained in a small space. Fits a pocket and a display stand. |
| Stitched booklet | A full company or product catalogue. Higher cost, longer life, kept rather than discarded. |
| Digital PDF only | Where everything is sent by email or WhatsApp. Design differs — screen reading, clickable links, smaller file size. |
Free brochure review
Would somebody who was not in the room understand it?
That is the whole test. Send me your current brochure and I will tell you what a second reader learns from it, and what they cannot find.
- Judged as a second reader would read it
- You keep the findings either way
- Print-ready files supplied properly
- Same-day reply, all 7 days
Free review
Get a free quote
Four details, and a real reply today.
04 Print files
What print-ready actually means.
Files that a printer can use without rebuilding them, which is where costs and errors appear.
Print files
- Correct bleed and margins. Artwork extending past the trim line, and nothing important near the edge.
- Correct colour mode. Print colour rather than screen colour, so what arrives resembles what you approved.
- Adequate resolution. Images at print resolution. A web image enlarged for print is visibly wrong and cannot be fixed later.
- Fonts handled properly. Embedded or converted, so the printer does not substitute a typeface.
- A proof before the run. Checked and signed off. Errors found after printing are expensive in a way screen errors never are.
- A digital version too. The same content as a PDF for email and WhatsApp, adjusted for screen reading.
— Graphic Design
Related services.
These sit next to brochure design and are usually bought with it. Same person doing the work in each case.
— Questions
brochure design — your questions.
Straight answers, including the ones that cost me work. If yours is not here, ask it — I reply the same day.
For anything sold in person, at exhibitions, or into procurement processes, yes. A physical document survives a meeting in a way a link does not, and it reaches the colleague who was not present. For purely online businesses, usually not.
What you do stated plainly at the front, specifications, evidence of similar work, some indication of price, and complete contact details on the back. Company history and philosophy belong near the end if at all — they are what most brochures lead with and what fewest people read.
A range or a starting point at minimum. Complete silence on price causes readers to assume it is unaffordable and stop, and it wastes your time on enquiries that were never going to proceed. A published range filters both ways.
Files a printer can use without rebuilding them: correct bleed and margins, print colour mode, adequate image resolution, and fonts embedded or converted. Supplying files that are not print-ready causes delays, extra charges and substituted typefaces.
As few as the content genuinely needs. A focused eight-page brochure that gets read beats a thirty-page one that does not. Length should follow from what a buyer must know, not from a desire to appear substantial.
Yes, and you should — most brochures are now sent by email or WhatsApp more often than handed over. The digital version is adjusted for screen reading with clickable links and a smaller file size rather than being the print file renamed.
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Print that works without you in the room.
Send me your current brochure. You will get an honest read on what a second reader takes from it, and what they cannot find at all.
- Structured for the second reader
- Specifications and price indication included
- Print-ready files supplied properly
- Digital version included
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