At this stage, it is important to understand what the ultimate goal of the booklet should be. There may be two options:
A “booklet is an offer” is essentially a classic offer that we talked about in the article How to Make an Offer.
"Booklet - portfolio" In this case, the task of the booklet is to beautifully display the products or services of the company, and all prices and terms of cooperation are attached to price lists or commercial offers.
As the name implies, the basis of the portfolio booklet should be images of products or services and a text description. It makes sense to take images seriously, you need to make sure of their high quality and resolution. Images can be downloaded from paid or free photo stocks, the article Image selection, or use your own photography.
Select booklet format
The choice of booklet format depends on how much information you are going to place on it, and how convenient it will be for your customers to store or carry the booklet with them.
Thus, the most popular format, in our opinion, can be called an A4 format booklet with two folds, dimensions of 100x210 cm or Leaflet.
This size corresponds to the European format and is placed in the euro envelope. It is convenient to carry it in a briefcase, folder, purse or in your hands.
Types of booklet folding
Advertising leaflets can have one or several folds (folds) and can be folded in various ways: accordion, inward edges, etc. The number of folds and the folding method significantly affect the appearance of the advertising product and perception, therefore, when developing an advertising layout, this issue should be given special attention.
- One-fold booklet. Most often, such brochures are made of sheets of paper in sizes A3 or A4. The fold extends horizontally or vertically,
- The booklet with two folds is made of A3-A5 paper. Sheets can be folded along or across, with folds inward or accordion.
- Booklet 3 folds are made of sheets, A1-A3 formats and are folded across, accordion, with parallel inner inversion, with inversion or three oncoming folds.
On the Wilda designer, you can create booklets of the three most popular formats: A4, A5 and A6. The places of the folds will be indicated by special markings.
There are no specific tips for the design of booklets, all the recommendations for choosing colors, fonts, images come down to what we talked about in the articles Writing Rules, Color Theory and Image Selection.
Separately, it is worth mentioning the specifics of booklets with folds. Make the cover bright so that your client wants to see the entire flyer.
From the inside, post basic information.
On the reverse side usually print contact information, location map, website and email address.
All material contained in the handout, textual and graphic, should be aligned so that after printing it is equally attractive when folded and unfolded.
Printing brochures created on the designer Wilda, can be done in print. If you are going to print a booklet in a printing house, then you need to download it in PDF format.
PDF is a vector document format, so it scales well without loss of quality. In addition, it can be edited by designer programs such as Adobe Illustrator.
The JPEG format is not suitable for printing, so documents in this format can only be viewed on the monitor without loss of quality. This format will be ideal for sending a preview of a document to your colleagues or partners, or clients when sending offers electronically.
Before large print runs of your booklet, it is necessary to make color proofs, since the colors when printing may slightly differ from those that you see on the screen of your monitor due to its individual settings. Color proofing - preprinted printout of a booklet, in the amount of one to two copies. If the result of proofing suits you, then order the entire edition as a whole.
Basic booklet features
Typical folded booklet formats are A6, A5, A4 (105 x 148, 148 x 210 and 210 x 297 mm, respectively). The size in the expanded form is determined by the number of folds (folds).
Euro-booklet is a printed A4 sheet, double-folded to the format of a European-style postal envelope. He received the greatest distribution among customers. Size - 98 x 210 mm.
The number of folds in the booklet depends on the volume and type of advertising information. Types of folding: regular, zigzag, window, double parallel, etc. To obtain a tear-off coupon, perforation is made along the fold line.
An advertising booklet printed on paper up to 150 g / m2 is easy to fold. On sheets of greater thickness, grooves (creations) are pressed through, which are easier to fold.
Booklets are printed on different types of paper - coated, design paper, coated, embossed - and on cardboard. For artistic effects, special varieties with bulk microparticles (flannel, tengris) or textured surface (cashmere) are used.
You can make a booklet on designer paper or add textures with embossing, stickers
- High resolution and good color reproduction of images / text.
- Profitable price. Printing one Euro-booklet costs 2.5-7.5 rubles.
- Special forms are needed.
- The cost of full color printing depends on the number of colors.
- Not suitable for structural grades of paper - the picture "floats".
Conclusion: offset is beneficial for large runs (from 500 pcs.).
- No prepress needed.
- Color images are bright, saturated.
- Fuzzy contours of letters.
- Poor black transmission.
- The high cost of one booklet is from 16 to 35 rubles for a Euro format with two folds.
Conclusion: optimal for small runs.
- Low cost. Euro leaf A4 costs from 19 to 32 cents.
- Prints without preliminary preparation.
- Low quality pictures.
- A limited selection of paper grades - newsprint, matte paper with a density of up to 80 g / sq. m. Glossy and coated paper is not suitable, cardboard too. Tinted paper - only light, pastel shades.
Conclusion: suitable for the text part of multipage booklets with a circulation of 50-1000 copies.
On the risograph, budget printing is being replicated
- The press on any materials: paper, cardboard, plastic.
- Bright, juicy images.
- Exact correspondence of prints to specified parameters (for example, subject to corporate style).
- High price. The cost of one euro-booklet starts from 150 rubles.
- Poor quality transfer of photos.
Conclusion: the technology is suitable for the design of printing for branded boutiques, jewelry houses, etc. The recommended circulation is from 50 to 500 copies.
An advertising booklet can be decorated with a notched outline, glossy finish, foil stamping. This design is possible for paper with a density of 200 g / sq. m
- Informational. They contain a detailed and detailed description of the advertised product.
- Image. They introduce consumers to the company, talk about the advantages and competitive advantages. The impression of image advertising affects the attitude of a potential customer to the brand. Therefore, the design and content of such booklets are subject to stringent requirements.
- Promotional. They are used to inform people about special prices and conditions that are valid for a limited period.
- For mailing lists. Address booklets with company logo and advertising slogan, sealed in envelopes (sometimes registered).
The content of the image booklet presents not a product, but a brand
How to create an advertising booklet?
To maximize the benefits of printing booklets, you need to correctly determine their objectives and target audience. Namely - to clearly understand why this advertisement is needed, to whom it is oriented.
Answers to these questions will help the designer to develop the concept of the layout, choose its content and put semantic accents. For example, the target audience of a company selling luxury perfumes is wealthy, confident people. For them, it’s worth making an advertising booklet with photos showing the status of the product, and a concise text about the prestige of the brand.
Before developing the design of the booklet, we recommend clarifying the key points:
- How will the booklets be handed out: to hand over presentations, put them on the counter in the store or send them by mail?
- What is the consumer benefit: price, service, quality, purchase conditions, gifts, etc.
- What emotions does the client receive: moral satisfaction, comfort, a sense of superiority.
- What image of a company will people develop after meeting with a booklet: reliable, innovative, creative.
There may be a minimum of text, but the design should be remembered
Replace long or complex descriptions (such as instructions) with images that reflect the essence of the content. People do not look at small pictures. Better - one or two large and vivid illustrations.
Choose reliable images from a close angle. They emphasize the benefits of the product and enhance the impression of what they read.
Break the information into several semantic blocks. Define the order in which content is submitted and make a plan. Divide the voluminous text into paragraphs of 3-5 lines and leave a space between them. Highlight headings and key phrases in a special font or bright color.
Make sure that words and pictures are well combined in a folded and open state. This is especially important for layouts with custom page formats.
For people to pick up and save the booklet, add value. You can make a tear-off coupon-discount, stick a gift certificate, a discount card inside.
The selling booklet design includes product descriptions and photos.
Designers of printing houses use various software tools for the development of printing layouts. Here are the most popular:
- Adobe Photoshop Leading editor of raster graphics. Functional program with a large set of tools.
- Adobe Illustrator Graphic editor for working with vector images of any complexity.
- Adobe Indesign A universal software product suitable for any branch of computer design: creating printing products, developing interactive elements, building multimedia content.
- Corel Draw A simple and convenient program combines the possibilities of layout and vector drawing.
An interesting solution for fans of custom formats is a transformer booklet:
What to write in the booklet
The booklet must contain exactly as much information as is necessary for the recipient to carry out the booklet of the target action. That is, you must decide what target action you need, and based on this, fill in the booklet with text, photos and pictures. Unlike billboards or advertising in magazines, a booklet is a tool for a specific action, that is, using a booklet is more rational than, for example, using outdoor advertising. A typical flyer that aims to make a purchase usually contains:
- Information about the object of advertising,
- Information about the seller of the object, contacts,
- Description of the acquisition method,
- Conditions for the acquisition of the facility
- Call to action,
But all this is not necessary. Advertising is creativity, so everyone is trying to do something original.
Beginners usually forget the first and last points. Joining is the first stage of the sale, so in the booklet it is sold on the cover. Having looked at the booklet, a person first makes a decision, read / not read, pick up / don’t pick up, need / not need - that is, he makes a decision whether to start interacting with the booklet or throw it out (pass by). In order for a person to start interacting with a booklet, they usually place a bright noticeable image or text on it that will attract attention and touch on the main reason why a friend should start or continue reading the booklet. If the booklet is dedicated to the sale of a particular product - this product is usually on the cover.
If there is a desire not to bet on the product (for various reasons), then the cover may contain an image that attracts the attention of the target audience and causes the necessary emotions. What if you can’t come up with a suitable image in the theme? You can recall the classic advertising rule: "sell boobs, cats and children." Of course, this is what is called the third grade is not a marriage, but sometimes this is the way out. Here are examples of such booklets from the Internet:
This is not our job. Photo found on Google.
The remaining points are probably understandable. A call to action can only raise questions ... It must be - a call: “Call now!”, “Go to our store on the way home!”, “Order a set of clothes before May 31 and receive linen as a gift!” And so on Further. Often advertisers think that everything is clear, why write banalities - and make mistakes. Usually people read advertisements inattentively, thinking about something else. Therefore, a specific call to action is needed.
What the booklet should contain. Materials
After you have thought about how the booklet will work: what target action a person should perform after reading the booklet, where and how this person will receive it - after that you need to prepare materials for creating the booklet. It does not matter whether you will do it yourself, or entrust it to the designer.
Start from the general to the particular - push off from the general idea. Take a sheet or sheets of paper and make a layout of your future booklet, drawing with a pen on these sheets, preferably in full size 1: 1. Indicate where the text blocks will be, where the headers (you can write them right away), where are the photos or schemes. You can use the help of templates from the Internet, a competitor’s booklet you like, or any other patterns and references. This work will give you a very useful result: you will better imagine the end result, see approximately how much text and pictures you need.
It should not be much (no one recently likes to read a lot) and it should be as informative and specific as possible. Try to make longer chunks of text more readable - dilute with lists, paragraphs, subheadings, and shorten. Is copywriting worth writing or is it better to write it yourself? - a serious controversial issue, worthy of a separate article. When preparing the text, check, at least by eye, with the design concept, so that later it would be easier for the designer to cram the text into the layout.
Photos are often used to design booklets, successfully and not very. I would single out two purposes for using photographs:
- To show some things: a photo of your salon, your product, your director (if you sell it),
- For the mood: smiling faceless Europeans (very fashionable 20 years ago), symbolizing success in business, aggressive people or animals, funny photos, exotic landscape and so on.
The quality requirements for photos of the first type are slightly lower. You will be forgiven for the non-optimal angle or for the not the most successful light, on the contrary, often the audience perceives such amateur photos as “real”, “real”. But to a certain extent, of course ...
The photos used for decoration or “for mood” must be chosen very carefully, especially “funny” ones: your sense of humor may not coincide with some potential customers and push them away. Using non-photographs, it is important to comply with the Law on Copyright and Related Rights: do not download photos simply in search engines, but buy on photo stocks or order a professional photographer and buy from him.
Sometimes it makes sense to place schemes in booklets: a location map or a scheme illustrating the logic of an insurance product and so on. Sometimes a good layout replaces a page of text! When preparing the scheme, be guided by the principle: the simpler, the better. Check on people unfamiliar with your product how simple it is. And only then use it! It often happens that due to professional deformation, neither the customer nor his employees involved in the coordination of the schemes see that the scheme is not at all clear to ordinary customers. Be careful with them, in general.
How to get the finished product?
After all the materials for the booklet are ready, and you - the Customer - imagine the final product in sufficient detail, it is quite simple to bring the idea to the paper booklet in your hands. A matter of technology.
What can I offer:
- Use the instructions and make a booklet with your own hands,
- Come to the design studio, say in MEDIA AID - and ask for the layout of the booklet,
- You can go straight to the printing house, in many printing houses there are designers who make up a booklet for you and competently prepare for printing in this printing house.
In the end, I want to advise you to treat any booklet that you create as an educational work - it will teach you something. Surely you will soon see what could be done better than was done. And great! Embody your ideas in the next version of the booklet - and still, after you create it, you will see how best.
There is such a "Rule of a hundred editors." It says: if the top 100 editors sequentially edit the same text, the hundredth editor will find something to fix in it. There are no limits to perfection! Good luck with your booklets!