Types of Brochures
Although in general communication, identification and broadening are the main objectives of Brochures, there are different types that have different characteristics. Below we present the existing different types of Brochure that are found on the market, and the relation between them and the intended effect.
It’s important that you consider that all Brochure campaigns are different. Objectives, potential customers, concepts and market position will depend on each company. For this reason, it’s important that the Brochure campaign is carried out with the intended objectives in mind. These objectives should be clearly defined so as to avoid undesirable effects.
We are aware that there are some aspects of a campaign that are defined during the development process and that it’s not possible to have everything under control. There are some elements that suddenly come up and, for this reason, there is no way you can anticipate them. In any case, the concept of your company should be clear before starting the Brochure campaign.
Tri-folds are one way to present your Brochure campaign. A tri-fold is a brochure with three faces. Each panel can carry a great amount of information. These panels are formed when folding a piece of paper in three. In this way, a graphic piece of six panels is obtained: three front panels and three back ones. There are different ways to fold a tri-fold that allow creating fun brochures options. Tri-folds are ideal to transmit a great amount of information and to target different types of audiences. Because there are many ways to fold tri-folds, you can obtain different innovative presentations.
Among Brochures, we can also find labels. Labels are graphic pieces whose aim is to identify an object. They are essential to differentiate products in the same competitive market. They provide the customer with information on products and a product with a neat image. In this way labels are used with esthetic aims mainly, as they inform, they are also design pieces. For this reason, graphic designers have an important role in the development process of this type of Brochure. The size of labels in general is small and, as the contact between customers and the label of a product is very short, all the information that is intended to be transmitted should be condensed in the label.
Posters are design pieces that can also be used together with a Brochure campaign. The main characteristic of posters is that they can transmit a piece of information in a flash. They are massive in format as they are generally positioned in front of large audiences. In this sense, it’s important that a poster handles the proper communicational codes according to the type of audience it is targeted. The message should also be proper for the formats that these Brochures have. There should be a close connection between the poster and the place in which the poster is being exposed. That is, if the poster is going to be seen in a private place, it will have different characteristics than one that is going to be showed in public places. The characteristic of a poster will also vary according to the lightening of this place.
Other Brochure variants are postcards. Postcards are rectangular pieces of cardboard used to convey specific messages. The advantage of postcards over other graphic pieces is their size, because this characteristic allows them to be handed out. In this way the communication is direct and personal, allowing an immediate connection between the brand and the customer. It’s important to consider that this type of Brochure requires intensive design work. If this is not done, your postal won’t be attractive enough to draw the attention of potential customers and, as a result, its contents won’t be even read.
Catalogs are another example of Brochures. Printed catalogs are a type of publication that is used to promote a company’s products and services. Catalogs are tools used by companies to provide its customers information about products characteristics and prices in order to boost their sales. The advantage of catalogs over other graphic pieces is that they show the audience a detailed list of offers in a direct way. They include different types of information, such as images and institutional information about a specific company.
Although catalogs formats are the most usual Brochure formats, new advertising ways to communicate and to promote products appear constantly. Because of the high importance of a company corporate identity –no matter if they are start-up companies, medium-sized companies or big chains– means of communication are continuously changing. For this reason, it’s important that you keep up with the new graphic pieces, which you could later use when starting your Brochure campaign.
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