This course, developed by Justin Seeley and adapted for you by Pierre Ruiz, aims to bridge the gap between theory and practice when it comes to creating print communication materials. This free video training is for anyone who wants to learn how to create beautiful documents and achieve their communication goals. Students will first be introduced to working tools and then to concepts such as graphic design, typography, color and client requirements. They will then learn to use popular computer programs such as Photoshop, Illustrator and InDesign. By the end of the course, you will have all the basic skills needed to create, edit and publish all your ideas.
Graphic design and printing
Commercial brochures
A typical product of graphic design is the commercial brochure. Despite the spread of digital technology in business communication, printed media such as sales brochures retain their importance.
Brochures are a very important tool for branding a company. They are also presentation guides that highlight products and services. It is important to pay attention to the design of the brochure, as it can help differentiate the company from its competitors.
The first thing you need to pay attention to when designing a brochure is its visual impact. It should grab the attention of the target audience and entice them to read the content.
The substance and the form
However, content is always the most important thing, and a good brochure with no content and meaningless text is useless. It is therefore important to pay attention to the text and the structure.
The leitmotif of any commercial brochure should be the word creativity. This creativity must be supported by quality content. The goal is to make the content interesting and engaging.
Remember that pads are quite durable. Companies often use the same insert for several years. So you need to make sure that the content and design is not outdated after a year.
Each brochure should be unique to distinguish your business from others, but there are certain elements that a good brochure should contain. First, you need to have a visual identity and a logo. The same applies to basic information (telephone number, e-mail address, website, etc.). It goes without saying that you must present the products and services offered by your company.
The content of the brochure must be more precise and pleasant to read than that of the competition. Use simple words and short sentences when writing. There should not be too many main colors, two or three colors are enough. Consider adding drawings or photos to illustrate certain points. The font can be any. But never forget the criterion of readability.
Leaflets
Flyers are very similar to business brochures, as their purpose is basically the same. The advice above also applies to this medium. However, they differ from prospectuses in some subtleties, on which we will now focus.
Prospectuses, also called flyers or tracts, are advertising media printed on paper, just like brochures. However, the format is different. Flyers usually consist of a single sheet of paper printed on both sides and unfolded.
They also differ from pads in that they are designed for short-term use. Flyers are usually designed to promote a specific event, such as a concert, fair, or open house, and sell out within weeks.
Also, not all flyers are the same depending on the situation or product. Flyers are distributed to a specific target group, but often to a wider audience. While the commercial brochure, it is not changed frequently.
Depending on the method of distribution, attention should be paid to the printing and design of flyers. If they are too light to be attached to a car windshield, they can be distorted by the wind, and this type of low-end flyers look "cheap" and do not attract attention. Warning. On the other hand, UV coating or lamination can make the document more versatile, but more expensive.
Product leaflets and brochures
The leaflet or the product brochure are the most popular type of printed communication media. They are also the most versatile, as they allow you to present a product or service in detail.
In order to create a successful flyer, it is important to work methodically.
First, define the purpose of the communication. This should include not only the target audience for the flyers, but also the reason the flyers are produced and the life cycle of the flyers.
Now it's up to you to write the content. Use a hook that will hold the reader's attention. To avoid fatigue, focus on key messages, basic information about your product or service, and most importantly, what you offer your customers.
After that, you can start crafting your sales message. Just choose the format, colors and font. The aesthetics of the brochure is very important, as it reflects the overall image and philosophy of your business. Therefore, you must create or be in line with the graphic charter in force.
The last step is printing. The easiest and most logical option is to order brochure printing from professionals. They will advise you on the best solution. Take the opportunity to discuss the printing and finishing options that best suit your format.
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