To Create Brochures With Bite, Accentuate the Visuals

When it comes to brochures, Jeff Herberger, creative director at Travers Collins, says one rule will always apply, just as it did 20 years ago: They must be, first, visually interesting enough for someone to pick up. People’s attention spans are short, and new technology must be incorporated within these traditional pieces to drive people to the Web for more information instead of overwhelming them in the brochure. Herberger provides tips for PR pros to create the ultimate brochure handout.

  • Be visually impactful up front: It doesn’t have to just be a picture, says Herberger. Certain words or key communication messages can be expanded and made bold to draw attention.

  • Go light on the copy: Whether it’s four or 40 pages, the brochure shouldn’t be so copy-intensive that it scares readers away. Use informative sidebars to keep them wanting more.

  • Break the size mold: It all comes back to what is going to hold your audiences’ attention, and the more out of the ordinary you can get, the better, says Herberger. Think beyond the traditional 8.5 x 11 size.

  • Consider Variable Data: Companies used to often print 10,000 brochures at a time—a considerable expense. And each brochure was identical, says Herberger. Now with variable data you can tailor brochures for different audiences.

  • Deploy QR Codes: Provide audiences with some good infor- mation and use QR codes to point them to your Web site. QR codes are an easy way to drive someone exactly where you want without losing them through Google searches, says Herberger. 

PR News subscribers can read more about Hill & Knowlton and Merck used a brochure as part of a larger campaign to raise asthma awareness in the case study: "Bilingual and Influencer Comms Breathe Life Into Campaign for Hispanic Asthma Resource Center."

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