Reading 2 Definition of Brochure

A brochure is an informative paper document for advertising, which can be folded into a
template, pamphlet or leaflet. Brochures are promotional documents, primarily used to introduce
a company, organization, products or services and inform potential customers or members of the
public of the benefits. They are usually distributed inside newspapers, handed out personally or
placed in brochure racks in high traffic locations.

Purposes and Functions of Brochure

The main purpose of a brochure is to extend the reader's knowledge on one specific topic in
which the brochure centers around.

A good brochure can help capture the attention of potential customers and it is cost-effective and
pocket-friendly than product advertisements on magazines and newspapers. What’s more,
brochures can be kept for future reference rather than disposed of after one read-through.

Types of Brochure
A brochure has many different types and each type has got a different role to play. It can be
classified into following 5 types according to its format and layout.

Gate Fold Brochure

This is a pretty uncommon brochure because of its expensive cost, which has a great influence
when it is used appropriately. Its inward folding design makes it convenient to carry and its paper
quality is very high thus readers can keep it for a long time.

Bi-Fold Brochure
Bi-Fold Brochure is found among us every day. It is one of the most popular and widely used
brochure types around, while has a more formal layout than tri-fold brochures. It mainly used for
product catalogues and presentations, trade shows and corporate meetings , etc.

Tri-Fold Brochure
It is easy to know this is a three folds brochure according its name. And this is a pretty common
and brochure that we can see it everywhere. This brochure has enough space for designers to
present information and design interesting thus attract more attention of reader.

Z-Fold Brochure
A Z-Fold brochure, basically an accordion fold, is a great brochure folding option because of the
versatility it provides. Designers can separate each element by making each panel stand alone, or
design the brochure so that it opens out to a full spread with one large, dramatic photograph.
Steps to Create Brochure
Edraw brochure software simplifies the creating process into below steps.

Open a blank brochure drawing page.

Set up page size.
Set layout grid.
Add texts and images.
Save or export completed brochure.
Click How to Create Brochure to view detailed steps with images.

Templates of Brochure
Here listed some brochure templates created by our software. All of these templates it created are
downloadable and editable. Just download what you like and customize it to suit your own
situations.
Company Brochure
Transportation Brochure
Marketing Brochure

Source: https://bit.ly/39FzFzC
Discuss and answer the questions by group:
Write answers in a one whole sheet of yellow paper and submit to the beadle of the class.

1. If you will be asked to do a brochure for your chosen office/organization within the
university, on what specific topic will the brochure be about? Why?
2. Base on that topic, what type of brochure will it going to be? Why?
3. List other softwares or tools you can use to make brochure.
Reading 3 What is a Leaflet Meant to Include?
How to Write a Leaflet with Features & Examples

You’ve got a big event coming up. You’re excited and eager to spread the word around town by
handing out leaflets to raise awareness. But hold your horses. Before you blast through the
design, ask yourself the all-important question: what is a leaflet actually meant to include? From
colouring and branding to choosing that all-important title, there’s plenty to think about if you
want to maximise the effectiveness of your promotion.

Follow this checklist to ensure nothing is forgotten and your leaflet keeps its edge…

1) Your brand colours and logo

Kerrie Hughes from Creative Bloq can’t stress the importance of colour in leaflets enough. She
says colour needs careful consideration in order for the leaflet to achieve its purpose, which
makes it vital to use colours people can associate with your company.

When people see your leaflet you want them to instantly recognise it’s you. Notice most of
Virgin’s advertisements are red, and Sainsbury’s always include a splash of orange. Keeping
branding consistent across all your marketing materials will make your business stick in people’s
minds.

2) Make It Different to Other Leaflets

Although general colouring and fonts should stick to your brand, be wary of re-hashing old
leaflet designs that you’ve used for previous events or offers, and merely changing the dates.
Customers can easily become immune to identical images which they are exposed to day in day
out, meaning your advertising becomes stagnant and ineffective.

Keeping within your brand, experiment with different leaflet layouts and wording to put a fresh
spin on your promotions that keeps customers engaged. You can even try a variety of leaflet
designs for the same event or offer to advertise different aspects, and make each customer think
every time they see it.

Sainsbury’s ‘Little Twists’ campaign utilises the same theme, fonts and colours throughout their
leaflets and posters, however each has different content. This means the message is still being
repeated and therefore ingrained within their customer’s minds, without the risk of becoming
obsolete and invisible. The images below have been used across their print advertising and online
efforts which reinforces their branding and creates a huge impact!
3) Don’t forget the details

It may seem glaringly obvious, but it’s so easy to get carried away with striking imagery that the
purpose of the leaflet gets swept under the rug. Designer Joshua Johnson from Design Shack
swears a leaflet needs to include the magic three; who, where and when as a minimum for any
effective leaflet.

Think about what the leaflet is trying to achieve and use this as a basis to plan the information.
Where do you want your readers to go next? Only including the location and time of your event
is useless if you don’t say where to buy tickets. Do you want them to give you a call, visit your
site or drop into your shop? This is direction to act is called a ‘Call to Action’, and is used in
marketing to encourage customers to act upon your advertisements – which is key for a
successful leaflet distribution campaign.
Avoid paragraphs and paragraphs of text but keep your sentences short, concise and informative.
An easy way to do this is to write a list in order of importance for each factor you need to
include. This could follow the process of:

1. Name of the event/ offer or shop

2. Location
3. Dates
4. What’s included? For instance, products available in the offer, listings for the event or
new items you have on sale.
5. How do the customers respond? Give a phone number to contact, a website to visit or an
address to find.

Simply put the most important information in a larger font, such as the name of the event or the
purpose of your offer and stagger the sizes of text down through your list. This is a sure-fire way
to ensure all information is included and presented in a clean, attention grabbing manner. This
leaflet example does exactly that!
4) Your Target Audience

Whose hands do you want this leaflet to fall into? You need to fine-tune your tone of voice to
attract potential customers. You can research similar companies with successful advertising to
see what others in the market are doing, or simply put yourself in their shoes.

It’s marketing 101 that bold reds immediately connote to a discounted sale, and is great for
snatching bargain hunter’s attention. Fun illustrations and bright colours will help grab a child’s
attention, whilst neutral and pastel colours can promote a more luxurious product for perhaps
bigger spenders.

You’ve also got to consider what aspects of your business your target readers are interested in. Is
it the price, the amazing products you’re selling or something different no one else in the market
is offering? Choose the messages that will really make your audience stop and turn.

You want to keep text to a minimum, but choosing the right words is essential. Charity leaflets
often use strong, emotive language to arouse a passionate response. Other leaflets limit the
wording to exactly what they have to offer, for example “Coffee, Cakes, Chat” for a café.

The leaflets below for personal training use strong slogans of the effects of exercise to entice the
reader. This immediately tells the customer how they can reap the benefits of their business,
appealing directly to the customer’s emotions and desires instead of leaping into a description of
the company itself.
5) Speak directly to your customers

To appeal directly to a customer regardless of their interests, age or gender, use the words ‘you’
or ‘your’ in the leaflet’s text. Tim Riesterer from Marketing Profs explains that ‘by using the
word ‘you’ instead of ‘we’, you transfer ownership to your customers because it causes their
minds to unconsciously ‘try out’ your solutions.’ In other words, you’re putting your customers
at the centre of your story, and engaging them directly in conversation.

Asking a question in your title that your business can answer will help start a visual conversation
between you and potential customers. ‘Are you hungry?’, ‘Fancy something different?’,
‘Looking to get fit?’ are all simple and direct questions which will gage responses from
customers and enlighten them to your business!

Here are a few more leaflet writing examples to inspire your own sales copy.

6) Spacing

The biggest crime in flyer design? Cramming too much onto the page. One striking image, big
gaps between text, and blank spaces all collate to a show stopping leaflet with a dramatic edge.
Following these rules will make your text easier to read, your images more defined and more
memorable.
If you find there’s too much to say and not enough space then you might need to adjust your
leaflet size. A4 leaflets have plenty of room for lots of information, and will allow you to present
more details without comprising on space. You can even make smaller versions of your leaflet,
down to A6 and A7 sizes, with less information, but used more as a reminder for a quicker, more
concise advert.

If you find a flat leaflet doesn’t hold all the information you need, spread out the content with a
folded version.
This business leaflet is a beautiful and alternative way to promote guitar lessons. The large
empty space filled with a block colour initially grabs the reader’s attention, whilst the clever
illustration of guitar strings with the simple title ensures the message is clear and projected
across.

7) Eye-catching imagery

The best leaflet designs are bold and daring with their images. If you sell food, try showing a
mouth-watering image of your best looking product close up. If you need something more
abstract, experiment with bright, contrasting colours which draw in the eye.

However, Garr Reynolds famously stated in his book on design fundamentals Presentation Zen
Design; “if everything is high contrast, nothing stands out”. Try using a toned down background
to make the colours pop out and act as a magnet which pulls the reader’s eye to a point on the
leaflet.

This leaflet follows this rule exactly. A black and white image is highlighted by multi-coloured
circles which cover different parts of the woman. Against a neutral, stone background, a
monochrome flyer is brought to life in a fun filled fiesta of a flyer!
8) Choose a title that says it all

Leaflets have to get their message across in an instant. Marketing Week reported that only 4% of
advertisements are looked at for longer than two seconds – which is just enough time to absorb
the title. If your title is captivating, it will encourage readers to engage with the smaller text that
tells them more.
This leaflet cleverly uses the large, bold text as a fragmented frame for its image which ensures
the title is forceful and predominant. The message demands attention, and showcases how a
strong title can drive the direction of a leaflet.

Source: https://bit.ly/2u2ulae

Discuss and answer the questions by group:

Write answers in a one whole sheet of yellow paper and submit to the beadle of the class.

1. What possible events of your chosen office/organization you can make a leaflet of?
2. Base on these, give the magic three for each of these events?
3. What color(s) do you think should be dominant in the leaflet? Why?
4. Base on one of the events, what is the ‘Call to Action’ that should be in your leaflet?
5. Who is the target audience of this leaflet? What is the aspect of the office/organization do
you think they are most interested in – Is it the price? (Business context) The amazing
products you’re selling or something different no one else in the market is offering?
(Business context)
6. What question will you ask in your leaflet to start a visual conversation?
7. List other softwares or tools you can use to make a leaflet.

Note: At this point you should have already collected newsletters, press releases, brochures and
leaflets. Include also samples of each of these (if there is any) from your chosen
office/organization.