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1. Big Bold Heading: There is no room for
subtlety in brochure design. Your brochure will not be framed,
or hung on a wall. It has to compete with lots of brochures in
a crowded rack. The larger the type the better! If you are well
known, use your name, i.e. "Ben & Jerry's". Lesser-known
Fred's Ice Cream, should feature "Ice Cream" or "World's
Best Ice Cream" in their heading.
2. Heading on Top: It is very
important that all of your vital information is in the top 2 1/2"
of your brochure. Sometimes that's all you see in a rack. Also
place that info on the top of the back side, in case your brochure
gets returned to the rack backwards.
3. Size: Sorry, there is not
a lot of room for creativity here. All pieces should be folded
to become 4"x9" for proper rack display. Some businesses
are expanding their brochure to 10" in height, but that along
with top folding increases your chances for the dreaded flopping
factor.
4. Paper: Cheap paper makes
your business look cheap. We recommend no less than 70 lb. coated
stock for a three-fold, full color brochure and no less than 80
lb. coated cover stock for a rack card. Grain direction should
always run vertically.
5. Brochure Quantity: Regions
of service desired, months of distribution, placement at Welcome
Stations, Chambers and Travel Shows all go into deciding your
quantity needed. Be aware your first delivery run will take a
lot of brochures to initially stock the racks. There is a huge
quantity difference in replacing your old brochures with a new
one and using the same piece year after year.
6. For the Modern World: Be
sure to list your full mailing address, with zip code, for the
traveler equipped with a GPS system. Also, be sure to include
your area code with your phone number, as cell phones require
them even if you are calling from around the corner.
7. Design: Keep it simple
and clean. Colored photos are great. Be sure to include a map,
hours, phone number and e-mail address. Be wary of listing prices
and hours if they may change. Large type (above 7 point) is a
must. Be sure not to redo your whole brochure just because your
staff or graphic artists are bored with it. We have new tourists
every year. A good brochure can be timeless.
8. A Good Map: Be sure your
map is large enough for those of us who hate to wear our glasses.
Get in your car and see if your map/directions work.
9. For The Printer: Please
band your brochures in bundles. Paper bands or rubber band are
fine. Brochures in a bundle should face the same direction. The
maximum weight of each box should not exceed 40 pounds. The side
of the box should be marked with your name and the quantity of
brochures inside.
10. Save Money: Combining
runs with another company printing a brochure of similar size
and quantity may save you money. Also try printing off-season.
You can benefit tremendously from giving your printer your order
very early and allowing them a long time to print your brochure.
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