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Writing Copy
§ Promote your company§ Include a brief company history§ Include testimonials or a client list
§ Promote your products§ Promote service and warranty, guarantee§ Tell reader in detail what the next step is (i.e. contact us for
free sample)§ Avoid listing product prices and / or pictures of your staff
because they may change
§ Include company’s contact information
Writing Copy
§ Use third person but write conversationally§ Write about benefits to the customer.§ Keep the customer in mind: use “you” and
“your,” avoid “we,” “us,” “I,” “our.”§ Avoid using such words as “if” and “maybe”§ Use key words
¡ New¡ Easy¡ Love
¡ Proven¡ Guarantee¡ Free
¡ You¡ Money¡ Save
¡ Discovery¡ Results¡ Health
Setting Up Letter Fold Brochure
¡ It is also called business letter, letter fold, brochure fold, spiral fold
8.5” x 11” (letter size)
\Second Front:
Panel 5
(3.625”)
Side One
Back: Panel 6
(3.6875”)
Front: Panel 1
(3.6875”)
Side Two
Panel 2
(3.625”)
Panel 3
(3.6875”)
Panel 4
(3.6875”)
Layout for Letter Fold Brochure
§ Front: Panel 1§ Simple design and well-chosen fonts§ Include logo and company name§ Select 1 dominant element!
§ Back: Panel 6§ Can include a mailer, contact info, some graphics, a
map, signature, personal closing, etc.§ Second Front: Panel 5§ Should relate to, but be different from front cover
and inside panels§ Inside: Panels 2, 3, & 4§ Three panels should be visually consistent and have
a close relationship to each other
New Design Principle: Appropriateness
§ Purpose ofBrochures:§ To market/advertise services or products§ To provide information about something
§ Why should the audience choose your business, product or service over the competition?§ Writetextbeforedesigningthelayout§ Afterthecopyiswritten,reviewandcondenseit§ Askemployees&goodcustomerstocontributecopy
Brochure Design Tips
§ SET UP A GRID!§ Using the “aligning text the baseline” feature is VERY helpful
§ USE PARAGRAPH STYLES!§ Use text inset to have padding around text inside a textbox§ Wrap text around images§ Use consistent feel throughout brochure§ Sequencing
Brochure Design Tips
§ Color selection options:§ 1 or 2 background colors§ 1 highlighting color§ Choose a color palette (check out Adobe Color CC)
§ Font selection options:§ One serif font for body copy§ Sans serif for title & headings
Brochure Design Tips
§ Headline may cross multiple panels§ Subheads may be helpful§ Use Upper and lower case text
§ ALL CAPS get lower response.
§ Increased leading and character spacing improve readability§ Increased white space
§ Use 10 or 9 point font for body copy (avoid 12-point type)
§ Break up body text by sections§ Don’t trap white space
Brochure Design Tips
§ Fold a piece of paper & make notes on each flap§ Align text on left margin with ragged right edge§ Don’t set some items centered and others flush left on
cover§ Use blocks of text with no more than two or three
sentences (roughly 10 lines) of text in each paragraph
§ Don’t indent first line of copy in each paragraph§ Play with images (make them bigger, overlap
them, wrap text around them, tilt them, etc.)§ Have images cross the gutter