Spreading the word: Designing brochures

Look before you leap: Identifying your target market

Unlike most products, travel and leisure experiences are intangible and cannot be brought to potential customers. Rather, people must be enticed to come to the product. This is usually done via brochures that illustrate the features and benefits associated with a particular tourism attraction or service.

The volume and range of tourism brochures is enormous, and in many cases your brochure will only have a few seconds to grab the attention of potential visitors. This means that you will need to design promotional materials that are attractive, distinctive and particularly suited to your marketing purposes.

1. Who is my target audience?



• What are their needs/desires?
• What information will they want?
• What messages will they respond best to?


2. What is my marketing strategy?



• What images am I trying to portray?
• What style of product will best suit these images (eg. up-market products generally use heavier quality paper, thematic photographs and lower density per page)?


3. What are the objectives of my brochure?



• What do I want the brochure to do (eg. attract more visitors to the site; encourage people to stay longer; provide information about surrounding areas/attractions)?
• Is there a range of objectives, and if so, which are the most important?


4. How will the brochure be distributed/displayed?



• If relying on travel agents and/or visitor centres, brochure size may be dictated by the size of display shelves.

Hint: Display racks are often crowded - ensure your brochure is easy to identify and that the title is not in a place that will be covered by other brochures.




• If using mail services, the size of standard envelopes and the cost of postage must be factored in.


5. How can I attract the attention of potential visitors?



• How can I make the cover page appealing?
• Will the images on the cover page convey the intended message? In particular, is the cover page relevant to the brochure content?

1. The brochure is distinctive



• The cover page stands out from those of competitors (eg. attractive and appealing design).
• Headlines are fresh, provocative and reflect the content of the brochure. The use of analogies and word plays can be effective provided they are not too 'clever'.
• Logos are used consistently.
• Themes are carried throughout all promotional materials.





2. The brochure targets its market audience



• The brochure content is relevant and appealing to the target audience.
• The headline attracts the attention of the desired audience.





3. The text is easy to understand



• The headline summarises the major benefit/attraction of the product:
  
  

  'Escape to the Tablelands: Nature's air-conditioned wilderness' - evokes images of cool, pristine wilderness areas 'Nearest telephone: 50km' - suggests peace and tranquillity 'The ultimate family adventure' - suggests a fun, active experience suitable for the whole family

  
  
• Text is written in short simple sentences using a conversational tone
  (for more detail see Formatting text).
• Information is relevant and specific (eg. directions, admission prices, times of opening, contact details).


4. The layout is simple



• The arrangement of typeface and illustrations is uncluttered.
• The text is logically presented and easy to read.
• Typeface, size and overall style is fairly consistent.
• Separate services/products/features are delineated by boxes, headings, lines and white spaces.





5. There is a dominant element



• Brochures that are mainly text need a large heading to attract attention;
• Illustrations will capture attention provided they are simple and large enough for people to decipher;
• Illustrations need to be useful and must relate to the content; and
• Photographs are particularly effective





6. The use of colour is appropriate for the product



• Most tourism advertising relies on visual images and colour for creating images and impact (eg. pristine white sand against the clear blue ocean; colourful parrots amongst verdant green leaves; clear blue skies over green rolling hills; bright splashes of colour to indicate fun and adventure).
• Photographs should be sharp and have high colour contrasts.

Brochures or leaflets can also be used for self-guided exhibits and trails. This format is particularly appropriate in settings where the use of text would detract from the objects or attractions on display. The added advantage of presenting information in a brochure is that it can be taken away as a souvenir of the visit.

• They are designed in the same format and style as other information in the exhibit/attraction.
• They include diagrams and/or maps to enable visitors to choose where to go and what to view.
• Information is clearly numbered and is easily matched to the feature being described.
• The use of the brochure is catered for in the overall design of the exhibit. In particular, there should be adequate space and lighting for visitors to stand and read without blocking the view and access of others. The provision of seating at key points in the exhibit/trail to enable visitors to rest and catch up with reading is also recommended.