Brochures

Brochures, pamphlets, leaflets, booklets, door-hangers, handouts, handbills, circulars or fliers.  In our high-tech multimedia world, our oldest advertising medium is still an ever-present and invaluable marketing tool.  The ability to hold and feel the advertisement, to review or reread the text at will, and to physically carry it to keep contact information on hand are benefits of the print medium that no other medium can offer.  They are some of the reasons why print will never be replaced or outdated as an advertising venue, and why creative brochures and fliers are still effective. 

Unfortunately, in our cluttered lives, we are constantly being bombarded by these paper annoyances.  People slap them on our cars at grocery stores, clog up city streets stapling them to telephone poles, hang them on our doors, stuff them in our mailboxes, and generally force us to find a trash can every twenty steps.  The prime print production question becomes:  In utilizing the print medium, how do we create brochures that people will keep?

Several things go into creating an effective brochure:

• Clear purpose--Your service or product should be immediately apparent to the reader.  This can be accomplished with graphics, with a clear statement of purpose or by a combination of both.

• Intuitive layout--That is, the layout should be something easily navigated by everyone.  Topic headings should be prominent and informative; and the entire pamphlet needs to be logically broken up for quick readability and easy access to any specific information the reader will be looking for.

• Easy-to-find Contact Info.  This sounds like a no-brainer, but don't hide your contact info in super tiny print on the bottom of some random corner.  Don't make your reader work too hard to do the one thing you want him to do most--call. 

• Professional overall appearance--Graphics should be original and high quality.  Paper should be the best quality you can afford.  Color, if it is in your budget, is infinitely more effective than black and white.  In short, pamphlets should look as expensive as possible while you're attempting to spend as little as possible.  

Brochure Pricing and Packages
Like web design, brochures vary quite a bit in price.  The following are some of the prime factors that affect brochure pricing:

• How many pages will you need?  Do you need a simple one page leaflet, a 3-panel foldable brochure, or a small booklet?

• Will you need custom graphics and photo touch-ups or do you have graphics and pictures that you are able to use?

• What quality paper will you need?

• Will you need matte or gloss?

• Will you print in color or black and white? 

In general, there will be an initial charge for the layout and costs involved in any graphics or logos you will need custom designed.  This brochure-creation fee can run anywhere from $200 to over $1000 depending primarily on the type and extent of graphic design.  Printing costs will run between 30 and 70 cents for each full-size color page.  Printing for a black and white brochure will run closer to 4 cents a page.    

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