7 junio, 2024

Brochure: characteristics, what it is for, types, how to do it

A user information It is a document printed on paper that is intended to disclose or publicize certain information. In other words, brochures are tools that allow teaching and transmitting specific data.

They differ from books for several reasons: first, brochures are short, so they can only reach a maximum of 24 pages. Likewise, the brochures present the information in a summarized way that is easy to understand for the majority of the public.

These documents are widely used in marketing (that is, in advertising and sales), since companies and companies use them to publicize the benefits of a certain service or product.

However, the pamphlet should not be confused with the pamphlet, as the pamphlet is a slightly aggressive document used to disseminate political propaganda.

The brochures are usually very eye-catching, since they use very attractive titles and images or photographs. Also, they are not just used to advertise a product; They are also used in schools, universities and other institutions with the purpose of instructing a specific group of people.

Although the brochures are characterized by being printed works, currently it is also possible to find them in digital formats.

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What is a brochure for?

Brochures are very useful tools that serve to convey information on any topic. For this reason, they can be used both for teaching in schools and universities, as well as for instructing at conferences and exhibitions; even, the brochures can be used to guide travelers, since they are also used for tourist purposes.

In short, brochures are means of communication that transmit data of all kinds; They may contain information about a product, a place of tourist interest or a restaurant.

They are also used to express academic or scientific elements, such as a brochure that indicates how to prevent the spread of certain diseases.

Brochure Features

– Aimed at a specific audience

The treatment of the information will strongly depend on the public to which the brochure is directed. A brochure intended for students, an academic public, clients or employees of a company is not the same.

The particularities of the recipients will determine the type of brochure to use, the amount of information, the design characteristics, even the way to get said brochure into the hands of the ideal readers.

– Relevant information

The brochure has the characteristic of being useful for its public. The information offered must be highly relevant to the reader.

It should be sought that the brochure is not a disposable resource, but that the reader feels the desire to keep it and have it as reference material.

If it is a brochure intended to sell a product or service, the information must mention the benefits and usefulness of said products and services to the reading public.

These benefits should be highlighted throughout the brochure, as this is the most important information for readers.

– Clarity in content

Brochures must be very clear when exposing the information. The central issue to be disclosed must be clearly exposed.

It is possible, even beneficial, to add complementary information, context data, or even testimonials from some people related to the matter in question. But the central theme must be well defined throughout the brochure.

– Understandable text

The text of a brochure is characterized by being simplified and easy to understand. In general, the brochures offer reduced space; For this reason, they are characterized by synthesizing information through the use of direct language.

This language must be adapted to the receiving audience; For example, a text addressed to a child has very different characteristics from that addressed to an adult.

In each case, the peculiarities of the audience must be clear and, based on this, use the most convenient language. Whatever the language chosen, it must facilitate the correct interpretation of the text. Convoluted or highly technical language will be an obstacle to reading.

On the other hand, the text must be written correctly, without misspellings and with adequate grammatical structure. Otherwise, the reader will be scattered and may discard the brochure.

– Appropriate font

Among the main characteristics of a brochure stands out what is related to the font to be used. The letter must be legible, attractive and adapted to the information offered.

Of the three typeface characteristics, named above, the most important is legibility. There are cases where the bombastic design of a typeface can be eye-catching, but makes it difficult to read.

In these cases, the possibility offered by a font to read the text fluently and correctly should always be more relevant.

– Eye-catching design

The main function of a brochure is to convey information, and for this information to reach the public effectively, it is necessary for the brochure to be attractive, to have a dynamic and harmonious design, adapted to the target to which it is directed.

It is important to emphasize that the design should facilitate the reading of the brochure, and not be an obstacle. A striking design can and should emphasize the complete understanding of the information.

– As little text as possible

It is important to avoid excess text. Even if the design is attractive, too much text can be overwhelming and can get in the way of reading.

A brochure is characterized by offering simplified information. In some cases, the topics to be dealt with can be quite broad or dense, and the idea is that it can be transmitted in the most direct and simple way possible, since the brochure is designed to be quick to read.

– Table of Contents

If it is a diptych or triptych, it is recommended to add a table of contents. Thus, the reader will be able to have quick access to the information that is of interest to them.

– Tables and graphs

The brochure is a tool designed so that the reader can quickly have complete information on a subject, a product or a service.

There are resources that can help information to be disseminated more efficiently; Explanatory tables, infographics or graphics can be used in the brochures to facilitate the understanding of the subject matter.

Brochure Types

Brochures can be classified according to two main aspects: according to the way in which they distribute information and according to the type of information they transmit.

– According to the way in which they distribute the information

flyers

This type of brochure is also known as flysheet; It is called that because it is made up of a single sheet without folds. Its shape can be square or rectangular and it is one of the most used in the world of marketing, since it is the most economical format.

diptychs

These brochures have two folds and are usually delivered in open places. They are also placed on store counters or sent by mail.

They are divided into three parts: the cover (where the name is specified and an image is usually placed), the content (where the information is placed) and the back cover (it is the last page and usually contains a summary of the content or the contact numbers).

triptychs

Triptychs are similar to diptychs, but have more space. They are widely used in the advertising media, although they can also be found in schools and universities, since they allow a greater amount of information to be placed. Like the diptychs, the triptychs have a cover, content and back cover.

– Depending on the type of information

educational brochures

These brochures aim to educate a targeted audience. For this reason, they seek to guide people through a simple and well-structured language that facilitates easy understanding of the information to be transmitted.

school brochures

These brochures circulate in schools and are created to teach and entertain students. They can address any topic, as long as the information is instructive (that is, it favors learning), recreational, and didactic.

health brochures

These brochures are very important because they allow people to be informed about the diseases and outbreaks that are currently occurring.

In general, in the first part they guide people on how the disease works (symptoms and causes are specified), then they explain how to prevent or avoid contagion.

How to make a brochure?

Below are a series of steps to develop a project:

1. Establish the purpose of the brochure

To create a brochure, it is first necessary to determine the topic (that is, the theme) that you want to address. In the same way, the type of public to which the brochure will be directed must also be clear; All these factors allow a more appropriate approach when preparing the content.

2. Conduct Thorough Research on the Content of the Brochure

Before making the brochure, it is necessary to do some research on the content that will be placed in the document.

For example, if you want to talk about animals, you need to find out about the different types of animals, their classification, their diet, among other data. This information can be acquired in books, the internet, videos or documentaries.

3. Choose a striking title and the most important data of the content

After doing your research, you should choose a catchy title for your brochure. In addition, a summary of the information that was consulted must be prepared; this summary will be placed clearly and accurately in the prospectus.

Likewise, during this process, the images or photographs that will accompany the content must be chosen. These should be eye-catching and appeal to the emotion of the person who will read the brochure.

4. Prepare the brochure in an orderly and easy to understand way

Although brochures used to be made by hand, nowadays it is preferable to design them on the computer, since it is easier. Currently there are many platforms that offer templates to create eye-catching and easy-to-understand brochures.

It is necessary that the brochure follow a suitable order; that is to say, the images, the titles and the content must be distributed in a harmonious and simple way. In this way, it is guaranteed that readers understand the information presented.

Brochure Themes

Brochures can contain any type of information. Here are some ideas or themes:

– How to recycle at school.

– Advantages of brushing your teeth.

– Habits of birds.

– Vertebrate animals.

– How to act in the event of an earthquake.

– Prevention of diseases during winter.

– Biography of some important historical figure (For example: Napoleon Bonaparte, Simón Bolívar, Isaac Newton, among others).

References

Burger, J. (2003) Efficacy of a brochure versus a classroom lesson. Retrieved on 17…

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