How to Make a Professional Brochure: Best Practices and Tips

Digital ads disappear in a second with a scroll, and emails often go unread—but a brochure is different. It’s something handed directly to you, sparking curiosity and making you eager to flip through and see what it’s all about. In fact, 70% of consumers are more likely to remember a brand or service they’ve seen in print. But how do you ensure your brochure doesn’t end up in the trash like so many others? The key lies in strategic design. 

Want to know how to make a brochure that informs, engages, and converts customers at first glance? Let’s discuss the key elements you must focus on to design a professional and impactful piece!

11 Must-Know Tips for Designing a Professional Brochure

1. Start With a Clear Goal

Brochures are most effective when they are designed with a purpose. A generic, one-size-fits-all approach won’t cut it. Instead, start by asking yourself:

• Who is my audience?

• What action do I want readers to take?

• What message do I want to convey?

A brochure isn’t just a mix of words and images—it’s a marketing tool designed to inform, attract, and drive action. That’s why defining your purpose and understanding your audience is key. Your language, visuals, and messaging should align with who you’re targeting—whether it’s corporate clients, retail customers, or event attendees. When your brochure delivers the right message to the right people, it won’t just be glanced at—it will capture attention, build trust, and inspire action.

2. Choose the Right Brochure Type

Brochures come in various formats, and selecting the right one depends on your content and purpose. Some common types include:

• Bi-Fold Brochure: A single sheet folded in half, creating four panels. Ideal for straightforward, concise information.

• Tri-Fold Brochure: A single sheet folded into three sections, offering more space for content while maintaining an organized layout.

• Z-Fold Brochure: A single sheet folded into a zig-zag pattern, providing an engaging way to present step-by-step information.

• Gate-Fold Brochure: With two panels that open like doors, this unique format is excellent for revealing premium content.

3. Use a Compelling Headline

Your headline is the first thing people notice, so make it attention-grabbing and meaningful. A strong headline should instantly convey the brochure’s purpose and encourage readers to explore further. Instead of using generic titles like "Our Services," opt for something engaging that highlights a key benefit or solution. For example, instead of "Best Travel Deals," try "Plan Your Dream Vacation – Exclusive Offers You Won’t Want to Miss!" This approach instantly captures interest and sets expectations.

4. Keep Content Clear and Concise

People skim through brochures quickly, so your content should be easy to read and digest. Use simple, direct language, and break up large chunks of text with bullet points, subheadings, and white space.

Best Practices for Writing Brochure Content:

• Try to incorporate short sentences and paragraphs for better readability.

• Highlight key benefits instead of just listing features.

• Focus on using storytelling techniques to make the content relatable and memorable.

5. Incorporate High-Quality Images and Graphics

Just like a 10x10 booth design relies on striking visuals to create an engaging and inviting space, your brochure should use compelling imagery and design to captivate your audience. Using high-resolution images that align with your brand’s message can immediately capture attention and make your content more compelling. Infographics and icons are also great tools for breaking down complex information into visually appealing, easy-to-understand formats. A well-balanced combination of text and visuals ensures your brochure is both informative and visually striking. 

A WORD OF ADVICE: Avoid cluttering the brochure with too many visuals.

6. Choose the Right Colors and Fonts

Color and typography significantly impact the readability and aesthetics of your brochure. To maintain consistency, follow the font and color tips we have listed below:

Font Selection:

• Use two to three complementary fonts – one for headings, one for body text, and an optional accent font.

• Avoid overly decorative fonts that reduce readability.

• Ensure the font size is readable, typically 12-14pt for body text and larger for headings.

Color Scheme:

• Use colors that align with your brand logo.

• Keep a good contrast between the text and the background to improve readability.

• Limit the number of colors to 3-4 to keep the design clean.

7. Maintain a Logical Layout

On the journey of how to make a brochure, it’s important to decide on the right layout for your piece. A well-structured brochure keeps readers engaged and ensures your message is clear. Arrange content in a way that naturally guides the reader’s eyes, making it easy to follow. Use a balanced mix of text, visuals, and white space to enhance readability. Exploring different brochure design ideas can help you choose the best format for your content.

Layout Tips:

• Place the most important information at the top or front panel.

• Use grids and alignment to maintain structure.

8. Add a Strong Call-to-Action (CTA)

A well-designed brochure catches the eye, but without a strong call to action, it won’t drive results. Don’t assume people will automatically reach out just because they like what they see—give them a clear reason to take the next step.

For instance, if you want them to visit your store, explore your website, or call for a free quote, spell it out. Instead of a vague phrase like "Learn More," use direct and action-driven CTAs like:

• "Call Now for a Free Consultation!"

•  "Visit Our Website for Exclusive Offers!"

• "Stop by Our Showroom Today!"

The more specific and compelling your CTA, the better your response rate will be!

9. Prioritize Print Quality and Materials

The quality of your brochure speaks volumes about your brand. A flimsy, poorly printed piece can make even the best content look unprofessional. Follow these printing tips to ensure a polished, high-end result:

• Opt for a glossy finish for vibrancy or a matte finish for sophistication.

• Use spot UV coating for added texture and emphasis.

• Adjust bleed settings properly to prevent content from being cut off.

• Choose a reputable printing service that offers proofing options.

• Select durable, high-quality paper stock that reflects your brand’s professionalism.

Remember, quality printing makes all the difference—don’t cut corners where it matters most. Your brochure's material and print quality should reflect your brand’s professionalism. 

10. Proofread and Test Before Printing

Once you have followed these essential tips on how to make a brochure, it is recommended to review your sample thoroughly to ensure it is free of typos, grammatical errors, or design inconsistencies. Get feedback from colleagues or test a digital version before finalizing it.

Final Checklist:

• Spelling and grammar are correct.

• The contact information is accurate.

• Images and text-align properly.

• CTA is clear and compelling.

11. Optimize for Digital Distribution

Today’s audience is both offline and online, so your brochure should be, too. A digital brochure allows you to target an audience without any physical distance boundaries and provides an interactive experience.

How to Optimize Your Brochure for Digital Use:

• Convert it into a high-quality PDF for easy sharing.

• Use interactive elements like clickable links and embedded videos.

• Ensure it is mobile-friendly and easy to read on all devices.

Wrapping Up

By following these tips on how to create a brochure, you can design a professional and eye-catching piece that stands out—whether you are planning to use it in your next trade show, product launch, or promotional event. A well-designed brochure informs and leaves a lasting impression on your audience. To further enhance your brand’s visibility, consider investing in trade show displays. At Exhibit Boss, we provide customizable design trade show displays tailored to your needs and preferences. You can efficiently use these displays to showcase your products and services while simultaneously distributing brochures to reinforce your message.