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Graphics include artwork, a company logo, charts, and photographs. Make sure that all of the images are high-resolution, about 300 dpi. Pixelated, blurry images will defeat the purpose of a quality brochure. Gather enough images to spread throughout the brochure, approximately 1 per page.  Images are attention-grabbers. Pictures of happy dogs, for instance, stand out. Any reader drawn to the brochure will assume it’s about pets, pet supplies, or a similar topic. Brochures advertising products often feature customers using the product. A picture of a smiling customer using a vacuum cleaner in a pristine home, for instance, suggests that the product is high-quality. Stock images are okay to use, but make sure they are high-quality and suit your brochure. Search online to find databases filled with free images. White and pale blue are a few colors commonly used in brochures. Light colors brighten up pages without obscuring text. Use dark colors more sparingly, reserving them for background graphics or specific sections in the brochure. Most design programs have the ability to implement different backgrounds for each section of a brochure, allowing you to add more customization and color.  Remember that colorful backgrounds use more ink and cost more to print. For brochures aimed at businesses such as consultant advertisements, select a few cool or neutral colors like blue and white. Most brochures stick to a limited number of fonts, using 1 for the header or title, 1 for the subheaders, and 1 for the main text. Stick to simple fonts that are easy to read, like Helvetica, Verdana, and Ariel. Fonts need to be presentable and readable from a distance.  The header is the main title of the brochure. Subheaders are titles for sections such as “Our Mission” and “Workforce Solutions.” Remember what fonts you choose. Keep them uniform throughout the brochure for consistency. These words are a reader’s introduction to your brochure, so they need to stand out. Make the title short and to the point, positioning it where it will stand out on the front page. Capitalize the first letter in each word or type in all uppercase letters so the title is readable from a distance.  Keeping the title black is acceptable, especially if you have a colorful logo or other graphics nearby. Black text pairs well with white backgrounds. Some examples of quality titles are “You Can Fly” for a skydiving advertisement and “Pure Water, Healthy Life” for a water filter advertisement. The middle pages are easy to overcrowd with lots of text and images. To avoid this, keep blocks of text as short and to the point as possible. Distribute the important parts across the pages, pairing them with relevant images that will keep the reader engaged.  Create section titles to break up long blocks of text. For example, dedicate a page to the company’s mission statement followed by another section listing products and services the company provides. Bullet points are a great way to break up lists. For example, an art museum might list, “100 modern art exhibits,” “children’s activities,” and “art classes on weekends.” Separate the bullet points with a little bit of blank space. Longer text boxes are a better choice in some situations, such as when you’re advertising to business professionals or conveying legal information like a new drug’s side effects. That way, you get a chance to use 1 striking image and a decent amount of text on each page. Spread out your images and text as much as possible in the brochure. Avoid overcrowding a page with lots of text or several large images, since your readers will have a hard time figuring out what you want them to learn.  Images and text boxes don’t have to be large. Make use of the white space on a page to make the brochure feel less busy. Using multiple smaller images on a page is possible, but make sure they are distinct and recognizable. Balance them out with text and blank spaces. A good logo is a prominent part of advertising. Make it prominent so readers know who is responsible for it. It often needs to be on the front page near the title and on the back page near the contact information.  Many big events and non-profit organizations have logos. Logos are marketing tools for more than businesses. Use the colors in the logo to create a consistent theme. For example, if the logo has black and green in it, make some of the text green and some of the backgrounds black. Read back through your brochure after you finish designing it. Make sure all of the fonts look the same and are aligned the same way on every page. Also, check that the primary colors of the brochure carry through on every page. A consistent theme makes a brochure more visually appealing.  A good way to choose colors is by looking at the business’ logo. Make the logo’s colors into background colors and compliment them with white space. Take advantage of blank space. White space in the brochure breaks up blocks of text and color. If the brochure looks off, you may be using too many colors. Try making the background white and the text black. Simplicity is key. Photographs are colorful, so you don’t need to make other elements as bright. Keep the text aligned to the left like you would for any other document. Center-aligned text tends to look clunky in a brochure and ruins its consistency.
Include quality images that reinforce your brochure’s message. Select a light color for the brochure’s background. Choose no more than 3 fonts for the brochure. Write the brochure’s title in capital letters. Break up long paragraphs into smaller sections or bullet points. Devote no more than half a page to each image and block of text. Put a logo on the front page if the brochure is for a company. Establish a consistent text and color theme throughout the brochure.