Miles of Smiles Directional Company - Berkshire Maps

International Association of Visitor Information Providers

Take the new Brochure Design Tips Test!!!

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Here's Some Helpful Tips Right Now for Your Next Brochure Design

A strong, simple headline is essential. Your sales message needs to appear in the top 2-3 inches of the front panel. The headline should be repeated on the back panel. Be sure to include the days/hours of operation, a simple map with written directions, and a telephone number, toll-free if possible. Try to include a call to action (special offer/discount). If using photographs, make sure they are current, clear, and appealing.

Size

Discuss the size of your brochure with your designer, distributor, and printer. Vertical layout is essential. Information containing the city/region, subject, and pertinent information should be displayed "boldly" written in the upper 2-3 inches of the brochure for "in-rack" visibility. For best display, brochures and/or rack cards should be 4" wide and 9" tall.

Paper

Compare the costs and availability of the paper you presently use to that of a suitable substitute. However, insure that you specify "vertical grain" and we recommend not less than 80 lb. coated stock for a threefold, "four color" brochure. For rack cards, we recommend using a 10 pt. card stock.

Brochure Quantity

Both you and your distributor should discuss the areas of the service desired as well as the number of brochures that will be required. If you are using 50,000 or more brochures per year, it would be to your advantage to seek prices from "web-fed" printers.

Photography

Good photography is key to the success of any brochure. Try to provide your designer or printer with the best quality images at your disposal. Photos in your final brochure will only be as good as the originals provided. Always be sure to secure the necessary usage rights to any images - the photographer may still hold the copyright. The best results are achieved from high-resolution digital images, nothing less than 300 dpi. The second choice for originals would be regular photographic prints. Using color negatives is strongly discouraged.

Date Materials and Mark for International Shipments

It is wise to date your materials on the back. Remember, materials destined for international usage must be annotated: "PRINTED IN ____"(note applicable country).

Folding

Remain with a "simple fold". This will assure reasonable folding costs as well as a sturdy brochure for your selected paper.

Banding

Band 500 brochures in each bundle. Paper bands are sufficient. Within each bundle, all brochures should face the same direction. Some types of brochures might need only 100 per bundle.

Shipping Package

The maximum weight of each box of materials should not exceed 30 pounds. Mark each box with the client's name and contents of the package, including the number of brochures. Insure a full container for shipping purposes. All shipments are to be sent PREPAID. Boxes not filled can be damaged during shipping and storage. Pack them well with recyclable materials.

Ownership of Art, Color Separations

Verify with the producer (ad agency, graphic arts firm and/or printer) accessability to and ownership of intellectual property and preparatory materials contained in the printed piece. Some of the materials in your brochure may be owned by third parties. Ownership may be governed by Copyright Laws and varies within the graphic arts community.

Combination Runs

See if others in your business may be printing a brochure of a similar size and quantity as yours. Inquire as to the possibility of running your brochure at the same time assuring a savings to you both. In other words, "hunt for a friend to carpool with".

Winter Printing

You can benefit tremendously from giving your printer your order during the late fall and allowing them the entire winter to print your brochure. the printer can usually print the brochure at their convenience. This may give you more flexibility in price without jeopardizing your delivery deadline.