FAQ - Design1. Making your brochures different from the others2. Royalty-free stock photo 3. Visualize varnish 4. White space 5. Clipping paths 6. Eliminating widows and orphans Making your brochures different from the others Tips for making eye-catching designs that will make your marketing piece that much better
One way to make your company, or a client of yours stand out is by designing an eye-catching brochure. Brochures are excellent marketing pieces-they explain what your company does, put a face to your company, and give you a chance to provide important information in an easy-to-handle, interesting, and informative package. Include a full set of contact information and double-check it to ensure accuracy. There is no better way to lose a potential customer than to not give them a way to contact you, or to give them a wrong number. You should include the following contact information: phone number, address, fax number, email address, and Web site URL.
Give potential customers a reason to call. Coupons for free gifts or an amount off of their first purchase are excellent ways to influence customers.
Explain the product or service fully yet briefly. Pretty pictures may attract someone's eye, but customers want to know what they are getting for their money.
Bring the reader into the brochure by placing an attractive, yet informative, graphic on the front cover.
Don't use more than three or four different fonts. You want to catch someone's eye and then use appropriate typography to inform them. Making them dizzy will not attract most people to your product.
Color is a significant design tool. Use it wisely. Color should make the brochure more attractive and communicate information. Don't use color simply because you can. For instance, coloring descriptive text can look either busy or informative, depending on how you do it.
Make the photography interesting. Try to show people actually using the product or service instead of just pictures of buildings or things. People want to see other people using (and hopefully enjoying) the product.
Royalty-free stock photo Using and purchasing stock images is a lot faster, cheaper and easier with the rising popularity of royalty-free stock and Web access.What used to be a maze of confusing contracts, convoluted research and slow turnaround times has drastically changed. Royalty-free stock has made finding, purchasing and using stock photos considerably faster and easier than even a couple of years ago.
Traditional Stock
Royalty-free stock Visualize varnish While it is one of the best ways to protect a print piece, using a varnish can make your designs more memorableThere are a lot of things that go into making a print project look great. From design to photo selection to paper weight and binding, everything is important to the look of the final printed product. But there is one thing that can make your printed piece shine-a varnish. Used to protect a page or print product from scuffing, wear, ink rub or smearing, a clear varnish coating can really enhance photographs or graphics and focus your reader's attention. Typically added to a finished print piece, a varnish can be applied in two ways. An overprint or flood varnish needs no special preparation because it is applied over the entire printed surface. This application is good for protecting projects that may be exposed to moisture or just used a lot. Plus it makes your project look great. A spot varnish is applied to selected parts, like photos or graphics, and is mainly used for aesthetic reasons. Spot varnishes can make color photos jump but they can be tricky to prepare because they need to be made in your page-layout or image-manipulation program. Print buyers should be aware of the increased cost of using a spot varnish. While a flood is easy to apply, a spot varnish requires additional film, stripping and a plate. This translates to additional costs. Varnishes can be applied with a gloss or matte finish. The gloss varnish reflects more light and adds to the sharpness and saturation of images. A matte or dull varnish is used on a page that has mostly text. It increases readability by diffusing light and reducing glare. Some designers spend a lot of time applying a glossy spot varnish to images. This can make photographs, especially those using clipping paths, really jump off the page and make a design more memorable. White space What to do with the areas not taken up by photos and text
Headlines: A good way to attract attention to a headline is to skillfully apply white space instead of just increasing type size.
Margins: Large margins from the edge of a page or the edge of an advertisement draw attention to the center of the page or ad.
Leading: If the lines of type are packed too close together, it can detract from legibility and darken the page. At the same time, lines that are too far apart can make reading from line to line confusing.
Indents and space between paragraphs: By breaking text blocks into digestible parts, it improves readability and makes text more inviting. Otherwise, your text will look like a great gray wall.
Clipping paths Say goodbye to backgrounds and hello to good-looking silhouettes by using clipping paths
When printing to a PostScript device, a picture is always a rectangle. If that's true, you might be wondering about all those round images and precisely outlined catalog shots you have seen. Clipping paths are always hard-edged, so they look awful if they cut off a shadow or other soft edge.
When you save a drawn path in Photoshop as a clipping path, put the number three in the Flatness setting. This will make the clipping path easier and faster to draw at high resolution without affecting the output quality.
Try to zoom in on your pixels and cut your path through the middle of a pixel. This will eliminate edge splash (when a little bit of adjacent color shows through around the edges of your clipping path).
If you are creating a final-quality clipping path (as opposed to a comp), make sure to print it out at as high resolution as possible and check it carefully for edge splash or weird shapes. These are much easier to catch on a proof than on screen.
Eliminating widows and orphans When there is just one word too many
When typesetting your design, sometimes words don't always cooperate. Move an image a little to the left and the whole paragraph re-wraps and looks awful. Two of the more mischievous problems facing typesetters are widows and orphans.
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