Brochures: Design
One of the most basic marketing items any nonprofit needs is an agency brochure. The agency brochure is your organization’s calling card. It’s the one item you should be using most to spread the word about the good work you’re doing. The purpose of the agency brochure is to inform your target audience about your organization and move them to action. You want people to donate, volunteer or take advantage of your programs.
The agency brochure has a big job to do. But there’s really no need to hire a professional graphic designer or copywriter, you can do this. Here’s a helpful hint – try not to invest a lot of time. The agency brochure is important but let’s face it – many people will simply throw it away. So don’t sweat it. Let’s look at some design considerations when creating your agency brochure.
Take a look at the brochures of other agencies like yours. Pick out the things you like. See what works. Avoid the things that don’t.
Are you producing your brochure on a desktop printer or sending it out to a print shop? If you’re producing it in house then you can include timely information because you have the ability to change it and print a few more when necessary. If you are sending out to a print shop you’ll probably be making more than 500 due to cost. Include content that’s less likely to change, that will last a year or more. Check with your print shop ahead of time to see what file formats they accept.
No need to be fancy – make your brochure two-sided, on eight and a half by eleven paper with two folds. Color is best but to save money black and white will do.
Be sure to use your branding – that’s your agency logo and color scheme. Use a larger font for easier reading. Resist the temptation to reduce font size to get more words on the page. It’s almost always possible to say the same thing in fewer words. Use bold, italic, or underline font gimmicks sparingly.
Resist the urge to use clipart. Use photographs of people. Actual clients of your organization if possible. Studies show that people enjoy seeing pictures of other people more than inanimate objects. If you work with kids or animals you must use pictures of them.
People tend to browse a brochure so your content may be read out of order. Chunk the information – that means write it so each section can stand on it’s own without depending on surrounding information.
Some designers say can the columns but i think columns can be a helpful way to organize information and are easier for people to follow. To avoid information overload include plenty of whitespace around your text and photos.
Set important information like phone numbers or email addresses off in a box to make it stand out.
That’s a quick look at some design considerations when creating your agency brochure. By following a few design rules and with a little planning, you can create an eye-catching design.
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