Five Things to Avoid in a Trifold Brochure Design

Most brochure buyers choose the standard trifold because it's a low cost option that easily fits into a business-sized envelope. It's handy and easy. If you choose a trifold format, insure successful readership by following these rules…

1. Don't overcrowd the content or imagery, make it easy to read

There should never be a hidden message. Everything you want to communicate should be obvious. Recipients of your direct mail won't spend the time wondering if there are things that aren't on the surface. Don't be vague and/or assume recipients of your mailing can read your mind.

A single large image captures more attention than many small images. Too many small images scatter the viewers' focus and causes them to loose interest.

2. Don't spread the focus too thin, stick to one theme

This is similar to using the hidden message, but instead of being hidden, it's an omission. Letting readers make their own decision assumes that the reader will think about what to do and then act accordingly. They won't. Tell them exactly what they should do - examples include - "join us," "respond now," "donate now," "make your check payable to," "don't hesitate," "call now," "fill out this form," etc.

3. Don't choose colors that irritate the eye.

Bold colors, lively colors and high contrast are fine because they set a tone of action and/or fun, but colors that don't match can kill a brochure design. If you're unable to match colors properly, let a designer pick the colors. If you must pick your own, go to a paint store (or paint website). Both are great resources for paint selections - adapt them to your color theme.

4. Don't allow text to be too close to the sides and/or fold lines

An amateur designer mistake is to place type too close to the edges of a brochure. It not only makes it difficult to read, but it also puts the type in danger of being cut off when the printer trims the brochure. Wider margins make for easier reading.

5. Don't write long paragraphs

Break up the text into short sentences. Use bullets. Add charts or line art to help define concepts you're trying to communicate. Long paragraphs are hard to read. People lose interest quickly when their eyes are fatigued.

For more info about brochure design, contact info@direct-axis.net or phone toll-free, 800-849-3056.