People need to have a reason to pick up that brochure, and odds are good that the visuals will be what first draws them to your brochure and encourages them to pick it up and see what it has to say. The reason is simply because visuals are easier for the mind to immediately process than words. All it takes is a quick glance for a person to take in the visual aspects of a brochure in order to understand that they have interest in reading more.
Consider the visuals your first impression on people. As we all know when it comes to conversation, the better your first impression, the better everything else goes. A full color brochure will always do a better job at grabbing someone than a black and white one.
2. The layout
When a person first opens up your full color brochure the second thing they're going to see is the way the brochure is laid out. Similar to the images this is also part of the first impression. They have enough interest now to see what your brochure is all about, and now you have to show them that it's worth continuing further with.
This applies to both the images and the text. You have to be sure that everything about the layout leads to someone wanting to read more. Usually the layout will help them understand the basic ideas of the brochure right from the beginning so that they'll be able to get a feel for what the brochure is about.
3. The folding
This goes along the same lines as the layout in the sense that it has a big impact on the layout, along with the presentation. An awkward method of folding might turn a person away who was initially interested in reading more. Be sure that your layout and your folding method go hand in hand, so the final package is as effective as possible.
4. The writing.
While I'm listing this last, don't think it's the least important part of brochure printing. The reason why I'm listing it last is because it will likely be the last impression a person has from your brochure. Everything else helps them to have interest in reading what you have to say, so you need to be sure you have something good to say.
Strong writing is the backbone of a good brochure, and should be given a lot of attention. This is the reason you had a brochure made, to hand people this very information. Don't spend all of your time trying to get someone to read your brochure, and then forget to give them anything good to read.
