ABSTRACT
Brochures, booklets and fliers are strategic communication messages printed and distributed to a specific audience for a specific purpose. Brochures are typically a single piece of paper printed on both sides and folded into panels. They usually are part of a marketing plan media mix that might include print ads, video ads, audio ads, direct-mail packages, social media posts or billboards. Effective brochures marry words and images to deliver a single message to a specified audience. Like any effective advertising message, a brochure begins with the completion of a strategic message planner or creative brief. Because brochures are typically folded into panels, the designer must create a clear roadmap to direct the reader into and through the piece. A full-color brochure printed on glossy paper jumps out and demands attention. A brochure might begin and end by telling a story. Another brochure might repeat graphics to link elements together.
