Brochure design tips.

• Author: Lawson, Amanda
• Position: Printing & Graphics - Web and electronic communications - Brief Article

"With the initial burst of popularity of the Web and electronic communications, the thought was that print was dead," says Chad Stuckey, president of Big Design & Advertising in Fort Wayne. "We have discovered the opposite. Print collateral is still a very effective sales tool."

"As humans, we form our perceptions by what we see, hear and touch. Companies that pay the price for good design and good printing will help themselves in creating a stronger perception," says Ayaz Malik, senior vice president and chief creative officer for Marketing Impact in Fort Wayne.

While e-brochures can be a click away, businesses that avoid print entirely run the risk of missing clients because of the high volumes of "spare" email. In any case, even those brochures delivered through cyberspace often wind up in print, says Mike Turtle, a partner with Planet 10 in Indianapolis. "The first thing someone usually does when they download a brochure is print it out."

Should a brochure be informative, or simply point to an Internet site? Both, says Sarah Cravens, director of Burkhart-Cain Associates, an advertising agency in...