When designing your brochure, be sure to take into account the type of font you use. Different fonts are more appropriate for certain types of brochure printing projects, and choosing the right font for your message will not only make your brochure more appealing but also more noticeable.
There are several versions of Garamond; Adobe Garamond is the most popular. It is an easy to read font that is great for brochures with a lot of text.
Trajan is great for brochures having to do with history or religion. It would also be perfect for any dramatic brochure printing message such as one describing a movie or play.
Futura is often used in a corporate setting. It is very geometrical and modern looking — great for communicating forward thinking.
Frutiger is somewhat geometric in design, but not as much as Futura. It is a very reader friendly font that was designed so that each character is easily recognizable. It would be great for a less formal brochure printing piece.
Helvetica is another easy to read font. It is very popular with graphic designers for all purpose brochure printing projects.
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With the advent of the spell check tool in Microsoft Word and now in most blog applications online, it seems that more typos are turning up than when copywriters had to edit the old-fashioned way. Today, we see writers relying too much on spell-checking tools and completely skipping good ole’ manual editing, resulting in many typographical errors both in online and print advertisements.
The problem with too many typos and consistent grammatical errors is that people won’t see you as the professional brand of excellence you claim to be. How many people do you think believed the Stratford Hall Catalog when it mispelled a word right on the front cover of their printed catalog, “Reliability…always upholding the highest standards for every detal.” It’s downright embarrassing.
Sometimes you may use the wrong word completely, but the wrong word spelled correctly. This happened to the student newspaper from Brigham Young University when a front-page caption referred to leaders in the Mormon Church as “apostates” rather than “apostles.” The newspapers were pulled from the stands as quickly as possible, as you can imagine. Blog and Twitter updates, brochure and catalog printing - any marketing piece that holds too many grammatical or spelling errors can give your brand a bad reputation.
The “Typo” in Spellcheck
Because the spell checking tool is only programmed to alert you to words it doesn’t contain in its “memory,” it won’t let you know when you’ve used the wrong spelling of the word, such as “it” and “it’s.” Nor will it let you know when you’ve missed a letter and typed a completely different word altogether, such as leaving out the “o” in the word “hello.” And as with the catalog printing mistake mentioned above, spell check does not catch when you unknowingly use the wrong word. Even worse, it doesn’t let you know when your message implies the wrong meaning. Without thorough editing, it can be easy to let such errors slip through, only to show up blatantly after you’ve already printed a thousand posters.
Tips for Better Editing
Here are some methods you can use for a more thorough editing of your writing. Combine the use of at least three of these methods for the best results.
- Continue to use spell check, as this tool will quickly eliminate the most basic spell errors in your document.
- Use the grammar check tool in your word program to help you catch basic grammar issues.
- Wait to edit your article after putting it aside for awhile.
- Read the article out loud while editing.
- Have someone else proofread your copy.
- Print the article to edit it one last time before sending to your printer or posting it.
Bottom line: don’t rely solely on the spell check tool in your word software. Take the time to edit everything you write for your brand, so that you don’t end up with a newspaper caption or tagline for your catalog printing that gives readers the wrong impression.
I think that what it takes for your business brochures and other marketing collaterals to become effective movers for your business is a strong headline. It all boils down to the headline that you provide your marketing brochures that can make or break your target clientʼs impression of you.
For one thing, a headline should be the very first thing that your readers should see. Look at any newspaper and youʼll notice that the headline is usually in big bold letters, with a different color than the rest of the text. This is precisely because you want to make sure that your headline gets the attention. Not only that. But your headline is what draws your clients in to your ad. And if you really have a great headline, getting them to read more of what you have to say is easier.
Second, your headline should be able to provide the punch that your brochure needs. The oomph that you want to give your collateral is basically found in your headline. So do not save the best part for last. Rather, make it your very first offer. Compel your readers to look at what you can do and virtually shout your benefits to your target audience.
Lastly, make it short and simple. Just a few words will do, and yet, it should be able to tell the whole story. If you canʼt make it happen in just 10 words, then try a sub-headline to further describe your sales message.
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