Brochure design

Clients often come to us with a vague idea of what they want in a brochure design, because they are in the first stages of developing the content or preferred look and feel. Ideas about the cover image, opening paragraph and call to action are important aspects of your brochure design, however thrashing out a fuller picture of what you want can save you both time and money, as you will have a clear brief for any designer.

What is the brochure design for?

Why are you producing a brochure? Is it to let clients know about a new product or service/to showcase your existing offerings/drum up new business in new markets? Your reasons for your new brochure are key in determining your messages and design. Get this right early and you can avoid several drafts of content and design ideas.

What do you want to say and how do you want to say it?

Once you’ve identified the market for your new brochure design it pays to take a little time to research your audience. Who are they? What other products or services do they buy? How do they usually engage with brands? How do other organisations speak to them? What language and tone do they use? What images appeal to this audience?

Thinking about the answers to these questions early on in your brochure design process will give you a clearer idea of what you want to say and how you want to say it – in a way that’s more likely to appeal to your specific audience.

Who will write the content?

Although you may have written some notes, or more, for your brochure, take a step back and decide if you might need the services of an experienced content writer. Often, someone who is removed from your business can gain an insight into your products and services that would differ from yours – usually in a good way!

It’s easy to get into the habit of describing your products or services in the same way, and a fresh pair of eyes can bring a new perspective.

What will it look like?

There’s nothing better for a designer than a client who comes armed with examples of what they like and don’t like in brochure design. It gives you time to work out what you ‘d like to see in your design, and gives the designer a much clearer idea of which direction to take your design. Go to a design meeting with as much example material as you can and it will again save you time and money during the process.

Photographs, illustration, infographics?

A good brochure design can fall down without the right accompanying images. If you want photographs, where will you source them? Does the designer have access to a good quality image bank or will you need to include additional costs for a photographer? Do you want illustrations and, if so, what type and who will do them? Does the idea of an easy-to-digest infographic appeal to you, where you can add lots of information?


If you’re unsure about the costs associated with brochure design, do a bit of digging. Ask people you know, get initial quotes from graphic designers, and don’t be scared to discuss prices. You may meet with a great designer whose work you love, but whose prices are too high. Generally, they’ll be happy to work with you on a price that works for both of you, and they know that this may be the beginning of a great working relationship.

So, do your research, go in fully armed, have an open mind and don’t be scared to haggle!

Do give us a call on 0161 386 2106 if you’d like to know more about our brochure design service, or drop us an email.