Any product that you have ever owned, examined or contemplated probably had a brochure about it at one time or another.
Brochures are the "tried and true" marketing method for almost anything that is sold.
It isn't just merchandise that is emphasized in brochures however, and everything from hospitals to charitable organizations promote themselves in brochures as well.
Brochures are an effective and easy way to get the word out about a business, event, service, product or even an idea.
For example, in the 1970s there was a huge public service announcement about preventing forest fires and following the television commercials were a wave of brochures and pamphlets about what people could do to reduce or eliminate the risks of forest fires.
This campaign created a huge, nationwide interest in fire prevention, and today the logo and text of the campaign is still easily remembered.
Why are brochures so effective? They work in several ways.
The first is that they don't ask a lot of the reader.
When offered a thick booklet about a specific subject and a small brochure about the same topic a majority of consumers will opt for the brochure.
Brochures are small and make it clear that the reader will not have to commit a lot of time to taking in the information.
They are portable.
This means that if someone is particularly interested in what the brochure has to say they can easily take it with them to re-read at a later time.
They also provide a lot of information.
While they might be small, brochures contain some critical bits of information.
They provide the details or specifics on the item, business, concept or event they are promoting, but they also give all of the contact information, dates and locations for the item as well.
They are creative and colorful.
Thanks to offset printing most brochures can be as creative and colorful as desired.
Businesses and organizations are not limited to small single or multiple fold items, and brochures can be small booklets, glossy magazine-style publications, or extremely unique items in various shapes or styles.
Brochures can even hold business cards or informational CDs if the business wants to have them formatted that way.
Some brochures are also outfitted with "reply pieces", and these use the special perforating blades of a printer's press to score a specific area which can then be torn out by the consumer and sent back to the business or company with some important information.
Brochures are an excellent tool for communicating directly with potential or existing customers and almost any business or organization can benefit from their use.
Commercial printers make it quite simple to create a multitude of designs, and many are happy to offer design services that can tie a new brochure into any existing company stationary, letterhead or other materials.
When designing a brochure for professional printing it is important to discuss file requirements with the printer before beginning work on the brochure.
This is because a commercial printer has special file formats that allow for everything from color separation to special graphics to be printed perfectly.