Text/Lettering Elements

• Write copy that will involve the reader. Get them to feel like they have participated in something just by reading your brochure.
• Don't overwhelm the reader with too much text.
• Keep your sentences simple and short; if it's easy to read, it will be read.
• Describe your benefits and features in a positive tone, readable and comprehensible at a glance.
• Avoid cliches and "buzz words." They can be vague to some readers and a turn-off to others.
• Use the present tense and the active verbs.
• Break up long segments of copy with headlines, subheads and short "bulleted" points. Consider an outline format.

Layout

• Use photos, data graphics and illustrations to make brochures more attractive and interesting to the reader.
• Select or design graphics that visually coordinate with each other and the style of type used.
• Use the brochure panels to help organize your content and pull the reader through the information.