Best Graphic Design Principles for Tri-Fold Brochures

In part three of this series on design best practices for desktop publishers, we review some tips for designing effective tri-fold brochures. The standard letter size (8 1/2 x 11") tri-fold brochure is a staple in the desktop publisher's arsenal of marketing materials. Here are ten considerations to make your own brochure successfully.

Determine the brochure goals. Will it highlight a specific event or promotion, offer an overview of products and services, or encourage involvement or feedback from others? Will it be mailed to recipients? These answers will influence the design and content of the tri-fold brochure.

Determine a tone and theme for the brochure design. Consider the tone of the message being conveyed about a company, event or organization. Whether the message is reliability, innovation, trendy, etc., desktop publishers can select fonts, verbiage and other design elements that will reinforce the chosen theme.

A brand image is reinforced through consistent use of logos, fonts, and imagery. Take into consideration any other pieces that have been created for the same company, event, or organization. If related, design the brochure to be a companion to existing marketing materials.

Brochure readers often don't actually read, but skim text. Make it easy for viewers to absorb the information by editing verbiage to only what's absolutely necessary. Consider converting paragraphs to bulleted lists for quick readability. Use headings to direct the reader to important information.

Increase interest in the brochure text by interspersing images or photographs to cause the eye to pause when scanning the piece. Graphics and artwork are a great way to convey part of the message without overwhelming the reader with too many words.

Don't forget to take into account where the brochure will fold. Use appropriate text margins to create breathing room. Be wary of overlapping folds with text since the crossover may hinder readability. Place crossover photos carefully to avoid awkward distortions.

Brochures are primarily for imparting information. Don't distract from the message with an overbearing background image, texture or color.

Let font choices support the overall theme or tone of the brochure. Remember the rule of three and don't complicate your message with too many fonts in one piece. Make readability the determining factor.

If the brochure will be mailed to recipients, be sure and adhere to postal guidelines for the brochure mailer panel. Check with your local post office or visit the USPS website for bulk and first class mail design requirements.

Use the spellcheck feature found in desktop publishing software. Read carefully to check for grammar and syntax errors. Print a copy of the design at full size to review photo and image clarity, readability and color choices.