Archimedia Studios

Brochure Design Tips – The Basic Layout

Brochure Design

The Basic Layout

For this overview, we will discuss the basic 3-fold brochure design with six panels.

The front page (panel 1) is used to grab attention and get the reader to want to open the brochure and see what’s inside. Remember, if the reader doesn’t look inside, your brochure design has failed.

So use a benefit headline, or a picture that is worth a thousand words, plus a benefit headline. If your front panel just shows your company name and logo, you will get disappointing results. With good brochure design, the front panel is an advertisement.

When the brochure is opened, the reader sees the center spread – panels 2,3, and 4. You want to take full advantage of all of this space by spreading across all three panels. Strict adherence to columns can be a mistake. It will look cluttered, boxy, and hard to read.

Your inside headline can cross over the three panels. Photos and illustrations can stretch. Copy blocks or boxes can go across the panels. You have a full-page, full-color, full-impact advertisement. Use it.

The most common mistake companies make is trying to cram in too much text. Be careful with your brochure design. You shouldn’t fill in all that white space, and you don’t have to list every bit of information. You want your brochure design to be inviting and easy to read. Use short sentences, short paragraphs, and clear visuals.

The center spread should cover everything from the introduction to the first call for action. Benefits-benefits-benefits, excellent graphics, and a call to action. That’s good brochure design. Read up on copywriting and design, hire a top graphic artist, and have a marketing professional review the work. It’s worth it.

Panel 5 in your brochure design is a good place for testimonials. Make sure to give the person’s name, and preferably their contact information. Before and after pictures also work great, or present third-party endorsements or statistics. Frequently Asked Questions could also go here. And you should include a call to action [call now].

Panel 6 should emphasize your call to action. Tell the reader exactly what you want them to do, tell them how to do it, and  tell them to do it right now. Make it as easy as possible to contact you. That’s effective brochure design.

Seven helpful Photoshop Tips to improve your workflow

1. Duplicate, duplicate, duplicate. Make copies of your layers after each successful stage. It can be frustrating to get near the end and find there was a mistake early on in the process–but if you have an earlier version to return to, you can correct your errors far more easily.

2. Name each layer as you create it. If you use a filter, consider naming it with the settings you used – such as “Unsharp Mask, 2, 150, 0”–so you know how the effect was achieved.

3. Always experiment on a copy. Photoshop is ideal for tinkering and trying out new ideas–but make sure you keep a copy of the original before you start down an unknown path.

4. Be creative with filters. The Plastic Wrap filter doesn’t just wrap objects in plastic, it can be used to create liquids of all sorts. The Clouds filter may produce lousy clouds, but it’s a great random texture generator. And give the Wave filter another chance, it’s better than it looks.

5. Don’t erase anything. Use a Layer Mask instead. That way, you can always reveal pat of a layer you’d previously hidden. Once it’s erased, it’s gone.

6. Rather than applying a Curves or Color Balance adjustment to a layer, use an Adjustment Layer instead. The effect will be the same, except that we can go back and change the adjustment at any time–or copy it to a new layer.

7. Learn to use the Pen tool. It’s the single scariest Photoshop tool, and many users just give up on it. Take a day to master it and you’ll value it for the rest of your life.


9. Convert layers to Smart Objects in complex compositions. Each time an object is scaled, rotated or distorted, some quality is lost. With Smart Objects, we can tinker as much as we like without losing any quality. It can be heartbreaking to see an image looking soft or ragged, simply because we changed our minds one time too many.

What NOT to do in Poster Design

Poster printing is one of the most popular means of marketing any business. In fact, when a marketer is put task on what collaterals to come up with when promoting one’s business, print posters would definitely be on top of the list. Posters are just that common when it comes to marketing collaterals.

Remember then to steer clear of these no-no’s when printing posters to promote your business or band:

1. Do NOT clutter please.
Poster printing design is simple. You do not need to complicate things by providing overly complex and intricate design just so you can come off as someone who is skilled at designing. You are only confusing your target readers with your design. There is such a thing as simple and clean design. Keeping it clean and straightforward can help your target readers to easily understand your message and respond to it right away. It is not about shoving every element you know in your collateral. Rather, it is about choosing the right elements that would emphasize your message to your target clients.

2. Do NOT write long messages.
Posters are well known for their direct and brief messages as people often pass by them in a matter of seconds. Hence, your target readers should be able to grasp your message in as fast as 10 seconds. If you have a very long message, you will more than likely lose your opportunity to say what you want to say. The rule of thumb is to always keep your message short and simple.

3. Do NOT put too many images.
One main message is enough for your poster design. Do not put too many elements that your target audience gets confused and overwhelmed by your design. Your images have two objectives – to attract the attention of your target audience, and to emphasize your message.

4. Do NOT choose fonts that are very hard to read and only confuse your target audience rather than enhance your message.
Your message is useless if your readers cannot make heads or tails of your text. They will not make an effort to decipher your message in just a few seconds. They can always read other posters and have whatever they need from other marketing collaterals.

What do Design and Art Schools look for in a Portfolio?

Art and Design students should expect to develop and submit a portfolio at least once during their academic career. Some schools require students to submit a portfolio showcasing their best work when they apply to the program. Other schools require a portfolio review before graduation, which allows students to display what they have learned throughout the curriculum. In order to pass a portfolio review, art students should know what their schools expect to see.

    Variety

  • Although portfolio expectations vary by program and major, art educators want to see a variety of work in your portfolio. For example, Central Connecticut State University encourages students to submit “a variety of media, such as pencil, pen, charcoal, watercolor, acrylic, clay, wood, fiber, original photographs or digital images.” However, you want to submit your best work, so find a balance between variety and quality. Many colleges require its students to include 12 to 20 pieces in their portfolio.

    Technical Skill

  • Your portfolio should display the technical art skills you’ve acquired throughout your academic career. Art schools want to see craftsmanship in your chosen field. Display your technical competence by using the artistic techniques you have learned during your program of study. Your art portfolio reviewers want to see your education at work.

    Originality

  • Create your portfolio pieces from direct observation; do not recreate or copy other drawings or photographs. Originality is a key component that art schools look for during their review. Some schools discourage students from using work “rendered directly from photographs, magazines or other artists’ work.” If you choose to include a collaborative piece, include the other artists’ names in your portfolio.

    Visual Organization

  • As an art student, you should organize your portfolio in a visually pleasing way. Your reviewers are judging your portfolio based not only on your chosen pieces but also on your ability to display the pieces in the portfolio. Whether you choose to submit your portfolio as a PDF file or website, be sure to offer an organized, clean presentation.

Explanation of Work

  • Enhance your reviewers’ understanding of your portfolio by including descriptions of your work. Most schools expect its students to identify the original medium of each piece, such as a photograph or charcoal drawing on paper. In addition, include the title of the work and the original dimensions of each piece, along with a written description of the work.

Rules to achieve the perfect logo

1. Use a maximum of three colors.
2. Try to keep it simple so it will be easily recognized.
3. Create a unique/unforgettable shape for the logo.
4. The logo should look good in black & white as it is in color.
5. Make sure you avoid trends, so your logo will be timeless.
6. Try not to use special effects like gradients.
7. Aphoto does not consider a logo.
8. The logo should be solid.
9. It should be easy to describe the logo.
10. Avoid too many details
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