The production of corporate brochures must grasp a principle, that is, according to the enterprise's own style, strength carefully choose to produce the production of their own identity. Avoid giving customers the wrong impression and providing wrong information, thus creating some negative impressions.
Participating in exhibitions has become an essential business promotion technique. However, industry survey data shows that it usually takes only 3-5 seconds for a visitor to walk past the front of a standard 2 x 3 meter booth, and the chances of attracting and capturing the viewer's attention in such a short period of time are slim. In other words, there are many potential customers who do not even have the opportunity to stop and talk to him, and all kinds of exhibition and marketing behavior are over before they even start. Therefore, whether the various materials distributed at a trade show can arouse appropriate memories of customers and attract them as their own customers is as important as the other work at the show, or even more important.
There are many kinds of flat objects in the exhibition, such as: corporate brochures (catalogs), convenient handbags, postcards with corporate logos, etc. This article will take corporate brochures as the topic. In this paper, we will take the enterprise brochure as a topic, its design process and the design of the middle of the need to pay attention to the place on personal experience to do some discussion.
1 corporate brochure design
1.1 positioning of the corporate brochure
The first step in the production of a corporate brochure is to determine how much information is embodied, is a large enterprise publicity information, or small business. Showcase the use of production of corporate brochures is not the same as the daily said catalog. For large companies, the purpose of the exhibition is to consolidate their existing brand position and further promote their products. Therefore, it is not possible or necessary to produce detailed catalogs for distribution as a gift at exhibitions. Therefore, what can be distributed as a gift is a product brochure that reflects the style and image of the enterprise and its products, or a series of catalogs that are promoted in the current season. The content and information of this part of the catalog should not be too large.
And small businesses, especially the majority of domestic production as the main body of the enterprise, the opportunity to face the customer less well-known enterprises, so in the show hope to express a more comprehensive content, this purpose of the production of corporate brochures to be specific, detailed.
1.2 Product brochure form
After the positioning of the brochure is determined, the next step is to consider the form of the brochure. This includes its size, as well as the binding method - whether it is bound or folded.
1.2.1 Openings
There are many kinds of openings for brochures, and they can be deformed according to the producer's wishes, but as far as possible, paper should not be wasted, and if the openings are quite special, the cutting of the paper needs to be specified separately, which not only raises the cost, but also lengthens the working period. Therefore all these work need to be determined as early as possible.
Choice of different books should also be based on the style of the enterprise product. Rectangular format is relatively traditional, such as the degree of 16 open (210cm × 285cm) the most commonly used magazines, art books, catalogs also often use this format. This size of the layout is larger, placed in a large picture of strong visual impact. Generally large and medium-sized enterprises can choose this type of open book. Square format is a more fashionable and innovative type of format. This open book is smaller, but across the page layout is still very large, do large-scale picture layout will also have good results. Small and medium-sized enterprises to choose this book that meets the corporate identity will not affect the layout of the effect.
1.2.2 Binding
Show will be used in the brochure, it is best to design a page number can be marked on the expansion of a kind, and to avoid binding it into a book. The method of binding with horseback riding nails or U-shaped nails is cheaper than other binding methods. Large and medium-sized enterprises usually use this method. Due to printing requirements, this method of binding the total number of pages must be a multiple of 4.
In addition, do not have to bind and directly fold the production of manuals called folding manual. Folding method is broadly divided into two categories: return folding and volume folding, books are usually used to return folding folding method. Volume folding can be divided into 4 volume folding, serpentine folding and Guanyin folding, the latter two are more commonly used.
General large and medium-sized enterprises, if you choose to fold the manual, be sure to choose a higher grams of paper, and increase the "folding" process, in order to avoid brochures appear too thin, which in turn affects the corporate image. Most small businesses can choose to roll folded flyers, the choice of small grams of paper can not only reduce costs (such as 90 grams of copper), the production process does not need to carry out the "paper folding" such a process. In addition to distribution at exhibitions, catalogs can also be sent by mail on weekdays. Catalogs in this way are called DM (postal) advertisements, or direct mail. In order to save costs, it is also wise to design the size of the catalog directly into the size that meets the mailing standards or can be put into the special envelope for DM advertisements that the company usually uses.
1.3 Materials and Printing
1.3.1 Materials
The choice of paper is also important. Copper plate paper has a smooth surface, high whiteness, and very good color performance. Offset paper printing level than coated paper is slightly flat. The production of brochures to the majority of coated paper, but offset paper manuals to the majority of coated paper, but offset paper has a soft feel, reflections are weak, usually also by some environmentally friendly business favorite.
Other specialty papers, such as watermarked paper, cellophane, etc. can be appropriate according to the needs of the selection, but due to the printing and reading on the more convenient than the first two kinds of paper, so the choice of use should be careful.
1.3.2 Printing
According to survey statistics, colorful prints can increase the reading rate by 40%. So as a promotional brochure, especially for use in exhibitions, no one wants it only black and white. In addition to black and white printing, and then choose one to two black or more colors, which is color printing. Color overprinting is a cheap and effective form of printing that improves visual effect and readability while not costing too much in the budget. Of course, the set of silver and gold this special color price will still be on the high side.
There are many types of color printing to choose from. Most of the time four-color printing, or CMYK mode, is used. Spot color printing is also a very expressive form of printing that is sharper and brighter than four color printing. But in the design with spot color designers in the design process must be considered or should know the spot color ink field printing and screen printing blind spots exist. To ensure that the performance of spot-color printing press machines, as well as the printing operation of workers' skills.
Alternatively, color inks can be printed on color paper, if the right match, the effect will be equally outstanding. For example, Telegraph Colour Library's striking yellow paper.
Manual covers are usually made with some care, such as a one-sided matte film or glossy adhesive film treatment. Matte film has a delicate feel and is suitable for high-end furniture companies. Bright film can make the color more gorgeous, can well reflect the fashionable young enterprise style. Partial UV varnish is a common form of cover binding nowadays, usually used in the text part of the cover, the comprehensive use of convex and concave embossing to make the text more prominent, and have a different feel, fashionable and modern.
1.4 General style
Generally large companies are willing to pay a higher cost for paper. The total number of pages is small, you can choose a higher number of grams of paper, such as 150 grams, 200 grams of coated paper, the size of more than 16 book size, do not use very thin paper, to avoid appearing too thin. Senior catalog brochures are usually not suitable for the selection of reflective coated paper, matte coated paper will be more suitable. This catalog not only has a sense of thickness, and quite, can reflect the enterprise has seniority trustworthy, and can show that the enterprise products are well-made, superior quality. Manual cover is very important. Cover paper can often be slightly thicker than the inner pages, and can be in a single-sided (front and back cover) covered with a layer of matte film, so that the senior fog texture will be more intense. In addition, the manual in addition to the back cover of the last page that is the lower part of the cover 3 pages can be cut two parallel slits, easy to clip business cards, thus avoiding the cover with a stapler will be stapled to the business card on it.
First time exhibitors and some medium-sized enterprises need to express the content of more, in the manual embodies the amount of information is also larger, the number of pages, if the budget is less can also choose a lower grams of paper, while the paper surface should not be too bright (such as 90 pounds of snow copper paper can be used), the cover paper and the effect of the cover do not have to be too thirsty, and the same can be the inner pages, and then use the horseback riding staples. Bound into a booklet. Manual size can be appropriately reduced (such as 32 open or so), so as not to create a psychological burden on the customer to read too much and spend a lot of unnecessary expenses. Square book layout is wider, the best choice of paper grams of coated paper, such as 150 grams, 200 grams or so, which will be suitable for hand-held reading.
Some of the more personalized, emphasizing the design style of the enterprise, in the production of brochures on the approach should not be limited to conventional practices. This part of the enterprise's manual must be in the style to maintain the characteristics of the enterprise, simple or classical, etc.. Size can also break the mold. For example, in order to design modern, suitable for young people's personalized furniture-based enterprises, its publicity products should maintain a simple and light style, manual content is streamlined - folded manuals, strong visual effect - color saturation bright (more use of popular colors, contrast), while the manual can be a bright surface film processing, which will make the color more bright. This part of the enterprise newborn but very competitive strength, paper selection should choose a higher grams of coated paper, such as 250 grams or higher, but in the production must increase the "paper folding" process, rather than hand pressure folding, to avoid the emergence of unsightly side seams. These details in the handling of the company's confidence, and give people a more trustworthy feeling.
2 The Content of a Corporate Promotional Cue
2.1 Preparing for the Production
The first step in the production process is to determine the content of the catalog. This requires an understanding between the designer and the company: who will provide the images or photographs; whether the text will be provided by the company or planned by the designer; and whether orders will be included in the brochure.
2.1.1 Pictures
In terms of brochures, a picture is worth a thousand words, the picture is an important factor in determining the success or failure of a brochure. The style and color of the picture should be consistent with the whole manual. Therefore, if the enterprise provides its own pictures, it must take into account the overall design style of the manual, and conform to the style of the enterprise itself. Otherwise, if the quality of the images is not guaranteed, the designer should modify the images on the premise of informing the business. In addition, all the pictures that appear should be consistent in style and harmonize with each other, rather than being self-contained. The large proportion of products in the picture must be relatively consistent, which makes the catalog brochure appear more formatted, systematic and rigorous, but also will make reading more comfortable and convenient.
2.1.2 Text
But if there are only pictures, without the relevant text description, it will significantly reduce the reader's time to browse, but also make people rush through, and do not know what to do. The text of the catalog brochure has both a strong advertising and practical functionality, so the language is generally rigorous and concise. This part of the information is best provided by the enterprise, or by the enterprise and the designer to discuss the decision to ensure the correctness of the information.
Only after the graphic is clear, the manual production work can proceed smoothly. After that you can start working on the layout.
2.2 Determination of the overall style
A brochure should be an organized visual work, to determine the overall style is very important, which includes the following; the overall color of the manual (saturated or unsaturated); the choice of fonts, including English and Chinese fonts; the whole style of the picture. Determination of the overall style needs to be based on different corporate personality and products facing the population (fashion, classical, high-grade, medium and low-grade) characteristics of the decision, this part of the design concept should be determined with the image of the enterprise's daily sales taken. Therefore, it is a good way to choose from the corporate logo to use. In the use of fonts should be consistent, the appropriate use of bold or another font to emphasize the product name, size, etc., the choice of color should not be too much, otherwise it will reduce the charm of the product itself.
2.3 Cover
In the cover of the brochure need to indicate the name of the company, the effective time of the content, the picture if you can show the contents of the catalog in the diet of one or more of the content, it will make the catalog brochure plus at a glance, to achieve a good effect.
2.4 The title page
The title page is usually published with the company's characteristics of the comment or the president of the company's one paragraph summary. This part is a necessary pause before entering the main topic, and help customers to recognize the company's products before the company itself has an understanding. If the brochure contains a large number of product categories, it is necessary to mark the page number, and in the next section of a table of contents, easy to read, rather than just classified information.
2.5 Product introduction section
The product introduction section of the brochure of a well-known high-grade enterprise will be based on pictures, which should be enlarged as much as possible, and at the same time, it must be ensured that there is appropriate white space. Advanced product brochure layout should not be divided into columns, through the provision of several interrelated and become one of the standard, alternating to avoid visual fatigue. This may appear to be banal, but in the catalog design of such a clear and unambiguous treatment, the best results. Description of the text should indicate the product number, sample size, material, as well as other sizes and materials available, whether or not to mark the price to be decided by the enterprise. Description of the text does not always have to be located next to the product, as long as the text and photos corresponding to the label at a glance, the reader will be able to match them up. Product creative design part must be clearly explained one by one, you can enlarge this part of the picture, and with the relevant design description. Description of the text using a small font size will produce good results, a larger line spacing (such as 200% of the word height) can make reading easy. For some foreign-funded enterprises, if there is a need for Chinese and English instructions, the spacing between the two text paragraphs should be pulled open (such as 350% of the height of the word).
2.6 Appendices
After the structure of the product description, the manual needs to include some essential information. For example, if a company's product has passed any quality certification standards, the certification mark and the significance of the certification are usually listed in the back of the catalog. A key and indispensable part of the catalog is the address and telephone number of the distribution place, which is usually written on the back cover for easy reference. The name of the company should also be reproduced on the back cover, if there is an official website can also be written.
2.7 Attached orders
If an order form needs to be attached to the back of the brochure, it will usually be printed on lower quality paper such as offset, and may be printed in one color to save costs. The order form will be smaller than the brochure, but large enough to hold all the information to be publicized. Orders will often be attached to the bound booklet, easy to tear off; or made into a part of the catalog and marked with a perforated line to indicate that customers can tear them from the catalog.
3 Consistency
Small businesses often have small brochures with a lot of information. The designer will have to merge a lot of information into a very small layout (with essentially no white space). In this case the page must be kept simple, with pages divided into columns so that the product can be understood at a glance. You can use the line grid to define the area to be illustrated, but do not use too much; too much line or line grid is too thick will make the page does not flow.
Such as the enterprise product variety (both kitchen supplies and bedroom supplies, etc.), but also to the same text box and picture box to the performance, you can use the color on each page of the product classification will be convenient for readers to read, such as marking the horizontal across the top of the face of the horizontal ribbon or vertical up to the page step of the vertical ribbon, or will be a different color for each product of the graphic box to mark out the color bar.
Finally, whether you're creating a brochure, or a tote bag, or a handy tote, or a CD-ROM, or a mailer, your graphic presentation at a trade show should be a general overview of your current marketing strategy. Rather than designing your presentation out of thin air, you should choose to use elements that are similar to the styles, colors, and graphics, fonts, etc. that you typically use in your marketing. The consistency between these and daily sales will enable the viewer to quickly identify your business and products, while further deepening the business image of the company in the minds of customers.