I had the pleasure of creating an invitation for an open house jointly hosted by Anderson Carpet & Home and The Elves Workshop.

They are both great Burlington based businesses. If you are looking for something fun and exciting to do on May 12, 2010 from 7 pm to 9 pm, love interior design and want to see the latest inspiration of the spring season, then go check it out.

Here is a recent brochure I've done for the Burlington Economic Development. The Burlington Financial District Guidebook 2010/2011.

Click here to see the full brochure and flip the pages.

Thanks.

Robert Scozzari

Something that's important to Clover Road and I know is important to my clients is creating brands and specifically design collateral that is at peace with the environment. Now, I'm not going to start a debate on global warming, but I am going to talk about providing products and marketing collateral that does not pollute the Earth even further and uses as few chemicals as possible.

I love paper products. I love receiving and holding a well designed promotional item. I especially love designing them. I believe it leaves a lasting impression. While digital is great, and it has it's place. Good old fashioned analogue printed collateral goes a long way. Paper selection is a vital component to the impact of your printed item. It also has a huge impact on your brand positioning. Different papers say different things.

A part of the paper selection is choosing a paper content with the right amount of recycled fibers. When you select paper for your print collateral, if you are interested in making sure that you are choosing the right paper, I have created a little guide to let you know what is what.

Two types of fibers.

There are two types of paper fibers, virgin fibers and recycled fibers. Virgin fibers are paper fibers that come from wood chips that have been chemically treated and reduced to fibers. Papers made from virgin fibers use the most resources and cut down the most trees. Recycled Fibers on the other hand are created from recycled papers. There are two types of recycled fibers.

Two types of recycled fibers.

Recycled fibers can be broken down into two categories as well. Pre-consumer waste and Post-consumer waste. Pre-consumer is paper fibers which have not made it to the consumer. Often times this is paper that is on the cutting floor of the paper mill. Post-consumer waste is paper that has been delivered to the consumer and then recycled in a typical recycling program that you would have in your neighborhood with your blue box.

Finding the right balance.

Now the key to selection of the recycled content is finding the right balance that gives the look and feel that you are looking for, that reduces the impact of your business on the environment. If you are interested in ensuring that your next round of print collateral is as light on the environment as possible, let me know. I can show you different paper samples and swatches. We can work out a plan that fits in with your organization's eco-policies.

Ciao,

Robert Scozzari RGD

The key here in making sure that the brochure does not end up in the recycle bin. You do that by creating a well designed, informative piece. Over the years, I have developed a few rules for creating great brochures.

In no particular order, here are some of my steadfast rules for creating great brochures that attract business for my clients.

9 Rules for Creating Great Brochures

Stand Out
The fist rule in creating a great brochure is to stand out. A brochure that does not stand out is a brochure that does not get attention. We all see hundreds of marketing messages every day. How many do you remember? Not many of them. The only ones you do remember are the ones that took some risk and stood out.

The Hook
It's important to draw attention to your message in a rapid way. Often times this could be done with a photograph or clever body copy. Remember you are competing with the countless amounts of advertising and marketing that we are all confronted with on a daily basis.

Intrigue your audience
After you have hooked your prospect, you need to peak their curiosity by not telling them the whole story. When you don't tell the entire story right away, you give the reader a reason to open up the brochure. A good way to do this is to ask a question or to start an intriguing story. Sometimes this is done using graphic design techniques that are unlike what the reader is used to seeing.

Avoid the conventional
Most brochures are 8.5 x 11, with two folds for one reason. Because all other brochures are the same way. What does this do for "stand-out" factor? Not much. While there are some benefits to this format such as fitting in conventional brochure holders and fitting into conventional envelopes, what you end up with is a conventional brochure. Conventional brochures do not stand out, and what we mentioned before is if you don't want to waste your marketing dollars, you need to stand out. Some ways to ensure your brochure is unconventional is to use a custom die cut (shape) or to use special inks and printing processes such as foil stamping or embossing.

Choose a paper stock that reflects your brand
Almost all brochures are printed with no consideration for the paper stock. Most business owners actually have no idea that they have options when choosing paper. Most business owners think paper is paper, what's the difference? Well, the difference is gargantuan, huge, enormous! A paper stock alone can say more than any words or photos could ever say. A paper stock can immediately tell the reader what price category you are in. A paper stock can speak of the quality of your products and services. A paper stock alone can tell your customers that you care about the environment. There is so much that a paper stock can do that builds your brand in the minds of your prospects. Don't overlook this important aspect.

Choose a professional graphic designer
A professional graphic designer is the only one that should be designing your brochure. If you don't, your prospects will be able to tell. Avoid using all in one printing shops and big box office stores as well. Printing shops and big box office stores sell printing and office supplies, not graphic design. Often what you are paying for is the bulk printing and being offered template design solutions that do not meet your needs. A professional graphic designer should be well versed on designing a brochure that is attractive, meets your needs and is able to educate you on the best solutions. Ask for samples of previous work and make sure you get along with the designer.

White space is your friend
Don't think you need to fill every inch of your brochure with content. Create breathers and pauses by ensuring your brochure has adequate white space. This lets the reader relax and focus on your key message without feeling they are being sold to.

Stick to one message
If you try to say too much and mention every service your business offers, you will lose everyone. Try to focus your brochure on one main product or service and then if you need to, use a bulleted list to mention the other services. Better Yet, you may want to consider multiple brochures for different product or service offerings.

It doesn't need to cost an arm and a leg
Clover Road does not accept arms or legs as payment. They have no cash value and not redeemable for currency at any banking institutions. The beauty of working with a professional graphic designer is that we are very familiar with designing and printing techniques that save money. There are ways that a brochure could be created that when printed, makes effective use of the paper, inks and labour costs that bring the price of the brochure down. Let your designer know your budget so they can work within that and offer you a solution within that budget.

Example of a great brochure

To see a sample of a brochure I've designed, click here to take a look at this project profile for Advanced Tent Rentals. It features a brochure which implements many of the above rules, which resulted in a highly effective brochure

Ciao,

Robert Scozzari RGD

One project I was instrumental in designing was the Advanced Tent Rentals marketing materials. What you see above is properly branded marketing and sales materials that serve the purpose of creating a lasting impression on the potential client.

The three items are a map book, postcard and brochure.

The brochure is especially effective, using a special die cut to reinforce the brand and saddle-stitching a booklet inside the brochure to effectively communicate the products and services offered.

This brochure makes it easy for Advanced Tent Rentals to stand out from it's competitors and stand out to it's prospects.

Ciao,

Robert Scozzari RGD