Do You Have It Or Not?

By: Lynne Saarte
Submitted: 2008-05-12 19:30:55
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Face it, sometimes you're just not that good. There always comes a time when you need to bring in a professional.

A lot of companies try to avoid this at all costs it seems like. Even if I haven’t worked for a company, just looking at their brochures can give me a good idea of whether or not they’re using a professional designer or doing it themselves.

How do I know? Often it has to do with all of the little graphic details that look off or downright terrible.

The truth that a lot of people have to accept is that designing a great brochure is a lot harder than they might think. I’m under the impression that a lot of people within these companies who are in charge of the brochure printing take a look at other brochures and think, “That doesn’t look that hard. I think I could do just as good of a job.”

But they don’t really seem to understand exactly what made the brochure work. The font type to the graphics to the style of the coloring all lead to a great brochure if done right. But of course, simply copying the exact design of someone else’s brochure isn’t going to do, and so people try to design their own, only to come up with a sub par imitation that doesn’t do anything but make them look bad.

Simple things give it away like using hyphens instead of bullets, or using way too many drop shadows or other little effects to alter the lettering. I’ve also seen brochures where every other word seems to be capitalized for impact. The problem is that if you have so much stuff capitalized you end up losing any impact rather than gaining it. Capital letters have always felt like shouting to me, and I don’t like to feel as if I’m being shouted at.

I’ve had that temptation before to think that I can easily do some kind of skilled job. You have to realize that the good graphic designers are the ones who have taken the time to learn their trade and work on it for years.

How long did it take you to learn all the details about your job? Do you think just anyone would be able to come in and do it just as good as you do? That’s exactly what you’re trying to do when you design a brochure on your own without consulting anyone who really knows how design works.

Employing the benefits of brochure printing is a great way of generating business if you have one professionally made. I know it isn’t going to be as cheap as making one yourself, but then, it will also draw in some business, too. A poorly made brochure is more likely to turn people away from your company than encourage anyone to shop with you. The question is what will cost you more money in the end?

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