Brochure Writing 101

Oh, you need to create a Brochure? Here’s how!

                One of the easiest ways to disseminate information is to create a brochure. Brochures provide a broad overview of a specific subject that is easy for anyone to pick up and browse. However, when writing a brochure, there are several different things to keep in mind.

Purpose and Audience

The most important element of a brochure is to establish the purpose of the entire document. What exactly is this being used for? Why is this information so important? Purpose is absolutely essential in creating an effective and efficient brochure. The purpose will carry throughout all of the selected visuals and included articles.

The second most important element that correlates with purpose is audience. Who is the audience that your brochure is targeted towards? Purpose is important, but if a target audience is missing the brochure does not serve its informative intention. Audience should guide the purpose, in order to tie the brochure together.

What to Include:

Only include the most pertinent information in a brochure. Brochures typically serve as an informational overview, not a lengthy resume that includes every minor detail. Brochures should be informative, not persuasive. This is not the place to pitch a sale, a brochure should enlighten. A unique aspect about brochures is that there is a way to provide website addresses, phone numbers, and e-mail addresses to link to additional sources and materials.

Design and Visuals:

A brochure’s design needs to be intentional. There should be a proper usage of white space and typography. Brochures should be uniformed. A uniformed brochure with a simple font allows for readers to quickly and easily navigate and understand the content. With that being said, white space must be utilized in the document. It is very difficult and often intimidating to be bombarded with text without separation.

Make sure that the information is equally spaced and divided. A way to do this is to include visuals. Visuals can be very effective and connective. Using proper visuals can leave a lasting impression on a reader. With that being said, make sure the visuals are appropriate to the subject matter. Random visuals that do not pertain to the brochure’s content should not be included.

Quick Tips to Keep in Mind:

• Brochures are typically scanned. Because of this, it is important to make sure information is strategically placed. For example, headings and titles are very important. The title is what makes the reader decide if he or she is going to read the entire article.
• Include pertinent contact information (if necessary). This includes phone numbers, office hours, addresses, e-mail addresses, etc.
• Visuals are important—if they are appropriate for the brochure. Avoid using unnecessary and distracting visuals.
• Uniformity. Uniformity. Uniformity. It’s very difficult to read a document that changes every page. This makes a document easy to read and skim without the reader getting distracted or sidetracked.