Brochures remain an effective marketing tool. In order to create a successful brochure, though, you have to make one that grabs people’s attention. While great copywriting and beautiful images are essential, there are also some printing techniques that can help make a brochure pop and capture people’s attention.
Use Four-Color Printing to Bring Out Images and Text
First and foremost, brochures should be printed using four-color printing. With today’s digital printing technology, four-color printing is affordable — especially when done at scale. It’s also the printing technique that will best showcase your brochure. With four-color printing, both a brochure text and its images will stand out.
Printers that use four-color printing can create any color by mixing four main colors in different ratios. Thus, they’re able to bring out all the vivid colors contained in pictures and graphics.
Four-color printing also makes it possible to design brochures with different colored text. This increases both visibility and readability, as attention-grabbing headlines can be printed in one color and more detailed information in another color.
In today’s image-oriented and information-rich world, it’s important to have great images and great content. It’s also important to make everything used in a brochure easy to see, and that’s what four-color printing does.
Use Die-Cutting to Create Unique Shapes
Die-cutting is used in a variety of settings to make products unique shapes. Manufacturers create physical products that have uncommon shapes via die cutting, and some board book publishers die cut their books to create unusually shaped books. Similarly, printers can die cut paper to make brochures that aren’t the standard rectangular shape.
With die-cutting, brochures can be made in almost any 2-dimensional shape. They can be circular, have angles that aren’t 90-degrees, include cut-outs that peak through to the interior or contain almost any imaginable 2-D shape. Businesses can use die-cut brochures to create brochures that:
- Have non-standard shapes
- Feature a spinning wheel or similar gimmicks
- Are shaped like something related to the business
Shapes that are related to a business are especially effective at grabbing people’s attention. They’re both uncommon and communicate something about the business.
Print on Heavy Paper to Communicate Quality
Brochures should, of course, be printed on good, heavy paper. For potential customers who pick up a brochure, the brochure may be their only impression of a business. Even if customers look up a business online, the brochure will remain the only tangible connection they have to the business.
Because it’s the only tangible connection potential customers have to a business, the paper used in a brochure serves as a physical advertisement of the level of quality a business provides. Heavy paper suggests that a business cares about quality, while lightweight paper suggests a business doesn’t pay as much attention to quality.
For brochures, the quality of paper is primarily defined by how thick it is. It’s the thickness and weight (which is determined by thickness) that potential customers will feel when they pick up a brochure. A 28- or 32-pound bond paper is generally good for brochures.
Choose a Glossy Finish to Get People’s Eye
Both glossy and matte finishes have their uses, and each is an appropriate choice in the appropriate situation. For brochures that are meant to quickly capture people’s attention, however, one finish is clearly better than the other. A glossy finish will outshine a matte finish — quite literally.
A glossy finish will better capture passersby’ eyes as light reflects off the finish. When a brochure is placed alongside other brochures, the reflectivity that a glossy finish provides may determine whether people see that brochure or look at the one next to it.
If you need brochures printed for your business, contact us at Flottman Company.