This document provides guidance on writing effective brochures. It explains that brochures can be used to create awareness of a company, product, or service; increase understanding; and advertise new aspects to raise interest or increase visits/purchases. Brochures are more detailed than fliers but less extensive than newsletters. The document outlines criteria for writing brochures, including using a title, headline, and graphics on the front panel and suggestions for the back panel like a conclusion or call to action. It recommends including headings, answering key questions, and using graphics and white space in body panels. Design tips include limiting sentence and paragraph lengths, using color, bullets and bolding to emphasize key points.

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WRITING BROCHURES

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WHY WRITE A BROCHURE
 Create awareness of a company, product, service or
opportunity
 Increase understanding of a product, service, or
company mission
 Advertise new aspects about your organization,
product, or service
 Change negative attitudes
 Show ways in which a company, product, or service
surpasses the competition
 Increase frequency of use, visit, or purchase
 Raise or increase interest

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QUALITIES OF BROCHURES
 More detailed than a flier
 Less developed than a newsletter
 Topic and amount of information will determine the
size
 Can be easy to update or modify
 Printing costs vary widely

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COMA 360 - DMH
CRITERIA FOR WRITING BROCHURES
 Title Page (Front Panel)
• Topic (product name, service,
location, subject)
• Graphic (visual representation)
• Headline with implied action

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AUDIENCE RECOGNITION AND
INVOLVEMENT
 Define any terminology, abbreviations, or acronyms
that cause confusion
 Personalize through pronoun usage and
contractions
 Check for accuracy
 Proofread

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COMA 360 - DMH
CRITERIA FOR WRITING BROCHURES
 Back Panel (may accomplish any of
the following goals)
• Conclusion (restate the highlights or
suggest a next step)
• Mailing (address, stamp/paid
postage, reader’s address)
• Coupons (incentive to visit;
discounts/complimentary tickets)
• Location (address, hours of
operation, phone numbers, e- mail,
map)

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CRITERIA FOR WRITING BROCHURES
 Body Panels (Fold-in and Inside)
• Provide headings and subheadings
Navigational tools
Consistent font type and size
– First level headings should be larger and more emphatic than
second level headings)
– Parallel to each other grammatically
• Use graphics
Vary page layout, add visual appeal, enhance text
• Answer key questions
• Remember the needs of your readers

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BROCHURE DESIGN
 Use three or so different highlight techniques
 Limit sentence length to 10-12 words
 Limit paragraph length to 4-6 lines
 Use white space • Indent and itemize information
 Use color for interest, variety, and emphasis
 Bullet key points
 Boldface or underline key ideas

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BROCHURE DESIGN
 For variety and visual appeal, let text and graphics
overlap two or more of the panels.
 Place graphics at angles occasionally) or alternate
their placement at either the center, right, or left
margin of the panel.
 Don’t overdesign!

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