BROCHURES AND COLLATERAL: AN OVERVIEW
Purposes of Printed Material
Promotional: e.g. encourage product purchase
Informational: e.g. educate about proper use
Persausive: e.g.advocate an issue, address concerns
Facilitative: e.g. generate desired responses
Distribution
Pick up by recipient (take-ones)
Delivery to audience by sales/other staff (leave behinds)
Mail out (without request)
Fulfillment (requested by audience)
Options for Brochures
Size Binding Color Printing Stock Terms
4x9 (#10) Flat Black Photocopy Matte/dull Stuffer/
6x9 Fold 1-color Ink jet Glossy Insert
8x9 Stapled/ Black + 1 Lithography Specialty Take-ones
8.5x11 Stitched 2-color Letterpress Tear-offs
11x14 Perfect 3-color Rotogravure Leaflet
11x17 (glued) 4 (full/ Folder
14x22 Inserted process) Factsheets
Other Imbedded color Newsletter
Spiral 5+ colors Newspaper
Reports
Magazine
Books
Some Other Printed Collateral Items to Consider
Agendas Displays Posters
Annual reports Envelopes Proceedings
Annuals Glossaries Printed Programs
Bags Guidebooks Quarterly reports
Banners Handouts Q&A Cards
Binders/covers Instruction sheets Receipts
Bookmarks Invitations Reply cards
Broadsides Letters Reprints
Business Cards Memos Signs
Calendars Packaging Tabloids
Catalogs Pocket folders/ Tickets
Coupons Portfolio kits Warranties
Directories Point of purchase Warranty cards
Yearbooks
Steps in the Brochure Production Process
Concept
-- Is the piece needed?
-- Who is the audience?
-- What is the theme?
-- Write a brief treatment that describes the piece and outlines
its objectives and the approach to be taken.
Copy
-- Determine who should write it: staff, freelancer, agency.
-- Outline content: writing style, use of spreads, how headlines
and subheads should be organized, use of stand-along illustrations
or copy boxes (sidebars)
-- Author should conduct research, prepare first draft
-- Revise as needed
-- Copy approval.
Design
-- Simultaneously with copywriting, consider design issues
-- Determine who will design the piece: Author (using graphic
software) or a graphic designer (in-house, freelance, agency)
-- Determine size, based on how piece will be used, length of
text, and design considerations.
-- Determine who will set type. If an outside typesetter is
to be used, make necessary arrangements.
-- Consider need for a comp (comprehensive) in which the
designer demonstrates how the final piece will look and be organized.
(Comps can range from pencil sketches showing the mere
positioning of components to elaborate layouts using
actual text set in type and white-and-white or color reproductions
of finished artwork)
Photography and Illustration
-- Artwork available, or will special artwork be needed?
-- Arrange photography
-- Arrange preparation of special graphics, tables, charts, etc.
by designer or other source.
Assembly
-- Complete typesetting of final, approved text. Proof.
-- Bring together type, photos, illustrations, graphic devices
in a final rendering (commonly known as a mechanical) for
final approval.
-- Generate final artwork (with all corrections made) that will
be used for printing: on disk or on artboard (with all
elements pasted-up in camera-ready position)
Printing
-- Obtain several bids from reputable printers whose press capabilities
match the nature of the job. Select the appropriate printer, to
whom the job (disk, mechanical, other artwork) should be delivered.
-- Pre-press: Check printer's plate-making, including position
of all items and color matches. Compare to original disk or
artboard. Revise as required
-- Lithography: Check, approve page proofs as piece is being
printed (recommended for larger jobs only)
-- Bindery: Check, approve finishing: page ordering, trimming,
inserting, alternative versions (if applicable), boxing.
Distribution
-- Arrange delivery from printer to own office, other distribution
site, mailing house, or fulfillment operation. Arrange drop
shipments to multiple locations, as needed.
-- Provide mailing, distribution lists at time of arrival at
destination
-- Verify receipt
Follow-Up
-- Review success with appropriate vendors.
-- Pay all bills
-- Monitor feedback.
-- Identity errors for correction in subsequent reprints, if needed.
Common Problems in Brochures
-- Spend too much on production
-- Mis-estimate quantities needed (over or under-order)
-- Distribution plan is not finalized in advance
-- Failure to provide feedback mechanisms: addresses, phone
numbers, WWW site addresses, bounce-cards
-- Extensive copy revisions make the text awkward to read
-- Too much text, not enough reliance on photos, cutlines,
sidebars, etc.
Return to Brochures and Collateral
Return to Hallahan Course Resources
July 1996