Brochures are a great way to communicate what your business is about and what you offer, providing ample space to tell your brand story. If you’re wondering how to make a brochure, follow these eight steps to create a communication and conversion tool that showcases your business or product in the best light. This article will explain what to include in a brochure, outline brochure layouts and run you through a step-by-step guide so you can create a professional, print-ready brochure that represents your brand and effectively converts.
- A brochure is a folded printed marketing material designed to convey information about products, services or a brand to a target audience.
- Defining its purpose and audience will guide your brochure design and messaging. Knowing who you’re speaking to will help tailor your brochure content to their interests and needs.
- Choose between bi-fold, tri-fold or Z-fold brochures based on how you want to present your content and which key points you want to highlight.
- Use high-quality visuals and engaging text to ensure your brochure’s message is clear and engaging.
- Consider print specs like bleed, resolution and paper quality to save money and build brand credibility.
What is a brochure?
Brochures are folded sheets of paper that contain text, images, graphics and other visual elements designed to inform, engage and persuade the reader. These printed marketing or promotional materials are used by businesses and organizations to convey information about their products, services or brand to a target audience.
Business brochures serve various purposes, including:
- Marketing and promotion
- Information dissemination
- Event promotion
- Educational materials
- Brand awareness
- Sales support
Elements of a brochure
To create a business brochure, before you get started with brochure design, you need content.
Cover page content
The cover page of your brochure is where you start building that all important first impression. Include:
- A catchy headline or tagline: Pique curiosity and get potential customers interested in your brand.
- High-quality visuals: Choose relevant images or graphics and make sure they’re not low resolution.
- Your logo: Print your company logo front and center in the highest resolution possible.
Don’t yet have a logo? Read our article on how to choose a logo for your business and check out our logo design services.
Images
Include high-resolution images of your products or services and maybe even one of you or your team.
Inside copy (text)
Keep brochure copy concise to keep readers engaged and not overwhelmed. You could include:
- Intro/About us: A short overview of your brand, mission or values.
- Services or products: Clear descriptions of what you offer, supported by visuals.
- Benefits: Focus on how your offering solves problems for customers or meets their needs.
- Testimonials (optional): Short quotes or testimonials from satisfied customers or clients to build trust. Social proof can help reassure readers that your products or services deliver genuine benefits.
- Team (optional): Include brief profiles, expertise and roles of key team members to humanize your brand. Build even more trust with photos of your team, putting a face to the name.
How to make a brochure step-by-step
Bring your business brochure to life by following this step-by-step process.
Step 1: Define the goal of your brochure
Identifying and understanding your brochure’s goal and purpose helps emphasize its key message, ensure its effectiveness and ensure that it resonates with its target audience.
Possible brochure objectives include:
- Promoting a particular service, highlighting its unique benefits.
- Introducing a new product and its features to your audience.
- Providing information about your business or organization, such as its history, mission or values.
- Providing details about an upcoming event and encouraging people to attend.
Every design choice, from the fold type to colors used, should support your objective and guide readers toward your desired action.
Step 2: Understand your target audience
To better understand how a brochure can help you achieve your business goals, it’s important to know who your target audience is, what their needs are and what appeals to them.
Before moving on to brochure design, figure out:
- The specific demographics of your brochure’s target audience.
- The key problems or challenges they face that your product or service can help solve.
- What information your audience needs to know and questions they need answered.
- The tone of voice that appeals to your audience: formal, informal, friendly or professional?
- Your audience’s needs and incentives. Perhaps they are driven by discounts or convenience?
- Where your audience is most likely to find and engage with your brochure, whether in-store, by mail, via other local businesses or handed out at events and trade shows.
Step 3: Plan the brochure layout
With your content prepared, it’s time to create a clean and easy-to-read brochure layout. This is where brochure design principles come into play; achieving an effective brochure layout will help to engage your audience and convey your message clearly.
Create clear information hierarchy
Establish a clear information hierarchy. Identify the most important pieces of content and arrange them logically. Use headlines, subheadings and body text to guide readers through the information. Organize content so readers naturally flow from most important to supporting details. Use size, color, whitespace and positioning to create visual hierarchy. Headers should clearly signal topic changes, and key benefits should stand out from body copy.
Implement a grid system
For visual consistency, use a grid system as the foundation for your brochure layout. This grid will help you align text and images. Think of it as the invisible structure that keeps everything in place.
Craft smooth page transitions
Consider the flow of your pages—ensure that readers can easily follow the logical sequence of information as they progress through your brochure. Keep in mind how your layout will appear when the brochure is folded, making sure the important content stays visible on each panel to create an easy-to-follow reading experience.
To make your brochure copy more engaging:
- Divide text into paragraphs: Break up your content to enhance readability and engage readers.
- Try to connect with your reader: Use second-person pronouns like “you” to directly engage the reader and create a more personal feel.
- Use an active voice: Writing actively rather than passively will enhance readability. For example, “We’ll print your brochure within three business days.”
- Keep it brief: To ensure your brochure’s message is impactful, convey essential information clearly and succinctly while avoiding unnecessary details.
Create text boxes and image frames
Text boxes for written content and image frames for visual elements create a neat look, while consistent spacing and alignment will give your brochure a professional feel. Boxes and frames mean your brochure doesn’t look cluttered and the information is presented in easily digestible chunks.
Strike a balance between text and visuals
Avoid overwhelming readers with an excessive amount of text or images on a single page. Strive for a balanced layout where text and visuals work harmoniously to convey the brochure’s message effectively.
Step 4: Create the brochure content
Start creating your brochure’s content. Effective brochures balance visual appeal with important information.
Maintain brand consistency
Use brand colors, fonts, logos and visual style consistently throughout your brochure to build recognition and reinforce professionalism. Your brochure should feel like a natural extension of your other marketing materials.
Use relevant, high-quality imagery
Each image should serve a purpose—use high-resolution images (300 DPI for print is recommended) that support your message. Poor image quality damages credibility and suggests low-quality products or services.
Avoid using stock photos and hire a designer to produce custom graphics aligned with your brand to stand out from your competitors.
For both text and images, ensure your brochure’s content is on brand, relevant to the message you want to convey and accessible to your target audience.
Include clear calls to action
Every brochure needs a clear next step. Whether you want readers to visit your website, call for a quote, make an appointment or visit your store, make the CTA prominent and action-oriented. Place CTAs strategically, like on the back panel or at logical conclusion points within the inside content.
Step 5: Choose the fold of your brochure
Understanding brochure fold types is essential to ensure your brochure serves your specific goals. Different brochure folds create different reading experiences and information hierarchies. Bi-fold, tri-fold and Z-fold all offer distinct layouts and are best suited to different goals.
A bi-fold brochure, consisting of two panels, is ideal for conveying essential information when you have limited content or want to focus on a single message, like a menu, about us or price list.
A tri-fold brochure, with two folds and six panels, provides more space for content and balances visuals and detailed information. Tri-fold brochures are great for product catalogs, event programs and service offerings.
Z-fold brochures are known for their eye-catching presentation. Zigzagging when unfolded, they reveal three panels on each side. This fold type is excellent for brand storytelling or to guide readers through a sequential narrative, like a journey or process.
Gate-fold brochures feature two end panels that open like a gate to reveal a larger central panel. Gate-folds are excellent for product launches and premium brand experiences where the unfolding creates anticipation and emphasis.
Choosing the right fold depends on your content, objectives and how readers will interact with your brochure:
- Use a bi-fold brochure for simplicity, clarity and when you have a single, focused message
- Use a tri-fold brochure for versatility, balance and step-by-step information presentation
- Use a Z-fold brochure for impactful storytelling, sequential information or timeline narratives
- Use a gate-fold brochure for dramatic product reveals, premium presentations or creating anticipation
Step 6: Customize a brochure template
While you can design your brochure from scratch, you don’t have to start from a blank page. Instead, browse VistaPrint’s ready-made brochure design templates, pick the design best-suited to your goals and customize it to align with your brand identity.
Step 7: Prepare, test and print your brochure
Preparing your brochure correctly before printing ensures a professional result and helps avoid costly reprints. When creating a print-ready file, include a safe area, bleed and crop marks, making sure the design goes all the way to the edge, keeping important text and images inside the safe zone margins.
- Bleed: Extend background colors and images 0.125″ beyond trim lines to prevent white borders.
- Safe area: Keep important text, logos and design elements at least 0.25″ inside trim lines.
- Resolution: Use 300 DPI minimum for all images to ensure sharp print quality.
- Color mode: Convert files to CMYK for accurate color reproduction in print.
- File format: Export a print-ready PDF with embedded fonts and bleed.
Before placing a full print order, run a test print to check color accuracy, paper stock, finishes and typos. Once approved, print your brochure using a trusted professional printing service. Choose paper stock, size and finish based on how the brochure will be distributed and how you want your brand to be perceived:
- Glossy finish: Best for brochures with vibrant colors or photos, not ideal for text-heavy designs.
- Matte finish: Perfect for simple designs and high-contrast color combinations.
- Uncoated paper: Easy to read and write on; uncoated paper is especially useful for event brochures.
- Recycled paper: Recycled paper has a textured finish and is an eco-friendly choice for businesses.
Step 8: Track your brochure’s effectiveness
Measure your brochure’s impact through:
- Distribution tracking: Monitor how many brochures are handed out at events, mailed or downloaded.
- QR code analytics: Use unique QR codes to track website or landing page visits.
- Conversion metrics: Track how many recipients take your desired action, e.g. make a purchase, use a discount code, request a quote or make a booking.
- Response rates: Compare results across channels to see what’s working and refine your approach.
Digital brochure options and distribution
While printed brochures remain powerful marketing tools, digital brochures, such as e-brochures and interactive PDFs, can extend your brochure’s reach and offer additional benefits:
- Email campaigns: Send e-brochures directly to prospective customers as part of email marketing.
- Downloads: Offer downloadable brochures in exchange for email addresses to build your mailing list.
- Social media: Share brochure PDFs on LinkedIn, Facebook or Instagram for follower engagement.
- QR codes on print materials: Bridge print and digital with QR codes that link to digital materials.
Digital and print brochures work best together. Printed brochures are great for customer interactions and events, while digital brochures are easy to share with wider audiences. Brochures can be shared as digital PDFs or interactive e-brochures alongside printed versions to extend reach and track engagement.
Create your professional brochure today
Now you know how to find and appeal to your audience, choose the right fold type and master brochure layout, you know how to make a brochure that effectively communicates your message and drives results.
Effective brochure design balances visual appeal with strategic communication, so start with a clear goal, organize information hierarchically and always test print before final production.
Brochure design FAQs
How do I make a brochure for my business?
To make a business brochure, define its goal and audience, choose a brochure fold, layout and template, add high-quality images, write concise and engaging copy and include key information like services, contact details and a call to action.
What are the different types of brochures?
The most common types of brochure folds are bi-fold, tri-fold and Z-fold, each offering different panel configurations for presenting content in a visually appealing way. Types of brochures also include brand materials, menus, service or price lists and event programs.
What is the difference between a brochure, flyer and pamphlet?
A brochure is a multi-page folded document used for detailed information, whereas a flyer is a single, eye-catching sheet used for quick promotions. A pamphlet is a small booklet focused on informing or educating audiences. Explore the differences between flyers, brochures and pamphlets in our guide.
What should I include in a brochure?
Include your business logo, a catchy headline, high-quality visuals, contact details and a clear call to action. You can also include detailed information about your products, services or brand, and customer testimonials.
What is the best size for a brochure?
Choose a brochure size based on your content length, distribution method and budget. The most popular brochure sizes are 8.5″ x 11″ or 8.5″ x 14″ for more detailed content.
Should I print my brochure or share it digitally?
It depends on your marketing goals. Printed brochures are great for in-person or in-store distribution, while digital brochures are cost-effective and easy to share via email or on your website. Many businesses opt for both for maximum reach.
