Brochures are one of those marketing tools that almost every business needs because of their versatility. The same brochure can be used as a visual for a sales pitch, a direct mail piece, a reply to an inquiry, a trade show handout, and an advertising piece to place in other related businesses. Because of its range of utility, a brochure must be carefully designed and just as thoughtfully printed. No one wants to be represented by unprofessional brochure printing. Knowing ahead of time the choices that will need to be made when placing an order helps in choosing a quality printer and also provides faster service.
1. Color
Using a full color brochure printer is absolutely necessary when printing brochures that will be in the public eye because a full color printing provides the professional quality for brochures. A full color brochure does not necessarily need to include color on both sides, though. Some companies choose to cut costs by printing all of their information on one side only and using a fold that will open to the content side.
2. Size
The 8.5x11 is a popular size for brochures because of low-cost mailing and its ability to fit in a brochure rack. Some more unique sizes include the postcard sized 4.25x5.5 or the poster sized 33.75x11. A printing company should offer custom trim for sizes in between.
3. Paper
A brochure needs to be sturdy enough to endure being stuffed into back pockets or purses, as what often happens after it is picked up. A heavy text stock, such as 80# or 100#, is both affordable and durable. For those who need something a little stronger, a 10pt. cover stock will provide the strength needed while still able to be folded.
4. Folding
The most common brochure fold is the tri-fold, in which two sides are folded over the center. A number of folds exist for creating an interesting twist to the appearance, for instance the Z, accordion, or gate folds. Although adding folding to the order will slightly raise the cost (but is worth the time it saves), there should be no difference in price for each type of fold.
5. Coating
Brochures need a coating to protect the ink from smearing, unless it is supposed to be a newspaper style, in which case the smudged ink is appropriate. A coating is a clear protective liquid in which the paper is either dipped or the liquid is poured over the paper. A brochure printing company will know which coating works best for the type of paper.
