Basic functions of a brochure

A brochure handles three functions: to inform, publicize and identify.

Informative function: it is very common to use a brochure to inform the public about an aspect of your company. The information can be referred to present your company, some new product or service that you offer and a recent modification in your name, etc.

Publicize function: a brochure is an important marketing tool and it is an excellent method for promoting one or several of your company's products or services in an attractive way.

Identifying Function: a good brochure design, allows keeping criteria between the different brochures that your company manages and own. This criteria (which is called most of the time "identity or visual image") should be unified throughout the different brochures and/or other graphics that allow the person that receives them to automatically recognize which company they are from and it is a method for presenting your company with a high degree of prestige and credibility.

The three functions that we have presented here in a separate manner are not separated (or should not be) in the completed project. Each brochure presents each of these three characteristics combined in a different value of importance and power. A good brochure design is informative, publicizes and identifies, all within the same brochure. It is obvious that in each brochure one of these three aspects will be more important than the rest, but this does not mean that they should be forgotten. For example, if your company launches a new product into the market and decides to add a brochure to the launching campaign, the aspect that will be the most important will be the marketing aspect, even if the brochure must be clear about the new product's information and about creating a positive image for the company. However, if your business presents a project to the executives of another business, in order to propose a project to work on together, the aspect which will be most notable will be the identifying function, which will present your company as secure and prestigious and it will also place the marketing and informative aspect in a second place.



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