5 Tips for a Better Brochure

Brochures are tangible, brandable, versatile and — with the right strategy — memorable. But that’s only if you’re following best practices for graphic design and content. These are the building blocks of an effective brochure:

  • Clear and consistent visual branding.
  • Impactful messaging that’s readable and engaging.
  • Attention-grabbing graphic design.
  • Sharp content with professional-quality writing and proofing.
  • Compelling photography and images.
  • Typography (font size and style) that’s easy to read.
  • A layout that helps guide the reader’s eyes across the page.
  • Strong headlines and calls to action.


If your brochure checks all of the above boxes, then you’re ready to use these five tips to supercharge its impact:

  1. Use folds to your advantage. Consumers are familiar with the classic tri-fold (or letter-fold) brochure with three equal panels, so this is often a good place to start. This layout is commonly used for marketing events to explain products and services because of its clear and intuitive design. The three equal folds lend themselves well for sequenced steps and numbered lists. But you can stand out by choosing less-common styles, such as gate, roll and double parallel. Consider these along with other options to determine what works best for your brand and story.
  1. Keep the content relevant. You can get a lot of marketing mileage out of a well-designed, evergreen brochure. Load it up with helpful information to make it worthy of keeping on hand, such as resources, recipes or tips. Save short-term offers, specials and other time-sensitive information for inserts, postcards or digital pushes.
  1. Integrate with your digital marketing strategy. When your customer journey ends with an online purchase, you can easily push your leads in this direction by moving them from print to web. Add a QR code to your brochure and link it to a trackable, mobile-friendly landing page with more information and offers. The transition is seamless and shows that you’re tech savvy, which can be a huge factor for millennial consumers.
  1. Divide and conquer with design. Use headers, subheads, bullets, boxes and white space strategically. Important information like product and service benefits, special offers or discounts, contact information and the call to action should stand out so they’re easy to find if someone is quickly skimming the content. Color can also be a powerful tool in your design arsenal. Use pops of color to call attention to the most important information in your brochure.
  2. Show your brand personality. Your brochure is a reflection of your brand, which means that it should be just as unique. The classic tri-fold is recognizable, and there are plenty of ways to make it stand out, but that doesn’t mean that you can’t try something new. Die cuts, unusual folds and exaggerated sizes are a few alternative ways to enhance your brochure and make it memorable. Plus, it’ll look really cool.


Kymera can help you take your brochure from boring to brilliant in no time at all. Contact us today and leave the heavy lifting (or folding) to us.