Planning a Printed Brochure? Here’s What to Consider

A printed brochure remains one of the most versatile and cost-effective marketing tools available. Whether you’re promoting services, launching a new product or preparing for an exhibition, brochures and booklets offer a tangible way to tell your story.

But before jumping into design, there are some important things to think about. Getting the foundations right will save time, avoid costly reprints and ensure your brochure delivers real results.

Here are 4 things to consider before you start:

Before choosing the design, paper stocks or finishes, take a step back and ask yourself these questions:
• Who is this brochure for?
• Is it aimed at new customers or existing customers?
• Will it be used as a standalone piece of marketing or will it sit alongside your website or other material?

Understanding your audience and what information they already have access to will help determine whether your brochure should be image led with strong visuals or more content focused with detailed information.Think about what your customer actually wants to see. Are they looking for inspiration, reassurance, technical detail or pricing? The structure and layout should reflect this.

Every brochure should have a clear purpose. It might sound obvious, but many brochures are designed to “look good” without properly considering what they are meant to achieve. Before you begin designing, be clear on the outcome you want.

A brochure is not just an information piece - it is a marketing tool.

Ask yourself:
• What should happen next?
• When someone finishes reading your brochure, what action do you want them to take?

If you cannot answer that clearly, your audience will not know either. Your call to action should be visible, simple and repeated where appropriate throughout the brochure, not hidden on the final page in small text.

Call to action options could include:

Call your office or drop you an email.
If your goal is to generate enquiries, make your contact details prominent and easy to find. Consider adding a direct contact name to make it more personal and approachable.

Visit your website for more information.
Your brochure can provide a strong overview, but your website can carry more detailed information. Make the journey seamless by including a clear web address and possibly a short, memorable URL.

Book an event.
If the brochure is supporting an exhibition, open day or launch, ensure the booking instructions are clear. Include dates, deadlines and simple next steps.

Redeem a discount code.
Including a unique offer code is a smart way to track effectiveness. It gives the reader a reason to act quickly and allows you to measure return on investment.

Scan a QR code.
QR codes are a powerful bridge between print and digital. They can link directly to booking forms, landing pages, videos or downloadable resources. Make sure the QR code leads somewhere relevant and that the page is mobile friendly. Read our blog on QR codes here.

Whatever action you choose, make it obvious and compelling. Without a clear call to action, even the most beautifully designed brochure may not deliver measurable results.

Brochures and booklets are a great value product because they come with lots of variations. However, those options need careful consideration.

Page Count Matters.
Printed booklets are usually produced in multiples of four pages. This is due to how they are printed and bound. If your content doesn’t quite fit, you may need to add or reduce pages to meet this requirement.

Binding Options.
Your binding choice will depend on page count and overall look. Each binding method has maximum page limits, so it’s important to factor this in at the planning stage.

Colours and Branding.
Colour plays a huge role in brochure design. Strong, consistent branding builds trust and recognition. Your brochure should align with your existing brand colours and tone of voice. Also remember that colours can appear slightly different in print compared to screen. Working with a professional print team ensures your colours are accurate and consistent.

Consider Finishing Options.
Finishing can elevate a brochure from standard to premium. Popular options include:
• Matt or gloss lamination
• Spot UV for highlighting key areas
• Foil blocking for a luxury feel
• Throw out coversFolder pockets for inserts

These finishing touches can add impact, but they should complement your brand and budget.

Turnaround times are often overlooked, but they can have a significant impact on the success of your brochure.

If your brochure is tied to an exhibition, product launch, open event or seasonal campaign, timing is critical. A beautifully designed brochure that arrives after your event has little value. Planning ahead gives you more flexibility, better quality control and often more cost-effective options.

Start by thinking about the full timeline, not just the print date.

How long will the design process take?
Design is rarely instant. You may need time for content writing, image sourcing, internal approvals and revisions. If multiple stakeholders are involved, sign off stages can add extra days or even weeks. Allowing sufficient time ensures you are not rushing important decisions or compromising on quality. It’s also useful to have someone proofread your brochure before you go to print. We have some top tips in our blog on proofreading

How long will printing take?
Standard brochure printing can be relatively quick but turnaround varies depending on specification. Page count, paper choice, quantity and binding method all affect production time.

Finishing options can also extend the schedule. Lamination, spot UV, foil blocking or throw out covers require additional processes and drying times. More complex finishes may add several working days to production.

Delivery time should also be factored in, particularly if materials are being sent to an event venue, multiple locations or overseas. Leaving everything to the last minute can limit your options. You may need to reduce page count, remove premium finishes or accept a higher cost for expedited production. In some cases, you may even risk missing your deadline entirely. By building a realistic schedule from the outset and working closely with your print partner, you can ensure your brochure is ready on time and produced to the highest standard.

Top Tips for a More Effective Brochure

1. If your brochure contains lots of information, break it up. Use pull out quotes, short summaries or highlighted sections to make it easier for busy readers to scan read. Not everyone will read every word.
2. Set clear KPIs before printing. Track enquiries, website visits or discount code redemptions. This will help you measure success and refine future print runs. You could include a unique discount code or a refer a friend incentive to track performance more accurately.
3. Keep the design clean and focused. It can be tempting to include everything in one brochure, but too much content can overwhelm the reader. Prioritise your key messages and give them space to stand out. Use consistent headings, clear sections and plenty of white space to improve readability. A well-structured brochure feels professional and is far more likely to hold attention than one that feels cluttered or crowded.

Why We Don’t Quote Online

Brochures are not a one size fits all product. With so many variables including size, page count, paper type, binding method and finishing options, every job is bespoke. That’s why we don’t offer instant online pricing. Instead, we provide tailored quotes based on your exact requirements, ensuring you get the right product at the right price.

We understand that creating a brochure can feel overwhelming.
From layout and design to choosing the right finishes, there are many decisions to make. At Prontaprint, we offer design support alongside fast, efficient and high-quality brochure printing services. Our marketing expert can guide you through the process and help you create a brochure that not only looks great but delivers results.

• Contact us today to find out more