Brochures are the flagships of promotional literature. A brochure must be of top quality since its job is to help promote a company or organization by showcasing its products, services and other offerings.
When making a purchase decision, a potential customer will compare the quality of your promotional literature to those of your competitors. So a brochure must employ design elements that project an image of high-quality and professionalism.
Unlike a simple flyer, a brochure contains multiple panels or pages of information. These panels or pages may be created by a variety of folds, or from multiple sheets bound together in booklet form. Whether folded or bound, brochures can be created in a variety of standard and custom sizes.
Also, a brochure is generally constructed from heavier weight paper. This is done not just to enhance the perception of quality but also because a brochure should be more durable, since it will be kept around for a while and referred to. Also, every quality brochure is printed in full color and has some type of protective finish.
In addition, many brochures use special creative features to further enhance the image of quality and trust. For example, a brochure’s cover or pages may contain embossed, foil-stamped, or spot-coated areas for emphasis.
Needless to say, brochures are extremely effective marketing tools and one of the most important pieces of promotional literature an organization can produce.