Understanding Brochures: Types, Characteristics, Examples, Functions, How to Make
Brochure Definition
Various literatures tend to formulate brochures from the point of view of their form. In this lecture, what is meant by brochure is an official company publication in printed form, which contains information about a product, service, or programs, which are aimed at a specific target market (target market) or target audience (target audience), distributed free of charge or free with the aim of introducing in more detail the product, service, program to assist marketing efforts or the marketing public relations.
Brochures are general in nature because they are presented to the general public to interpret the product or service they want disseminated to the general public. Brochure is a written information material about a problem that is compiled systematically systemized. a print that consists of only a few pages and is folded without binding.
Printed leaflet containing brief but complete information (company or organization). Recently, along with the development of information technology, brochures are also presented in digital form that can be downloaded by anyone who needs it.
Brochure Definition
Brochure is a medium used by a particular company or organization to offer a product, service or program to the general public. This brochure is published on an "irregular" periodical and only consists of a few pages "a few pages", brochures also generally have a cover but are not bound.
Brochure Function
Brochures are made not without cause and function, brochures also have an important function, especially in terms of marketing and promotion. The main function of a brochure is to provide information to the general public about a product that will be offered in detail. In order to attract public attention, brochures are generally made with attractive designs and clear contents.
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History Brochure
In running a good relationship, you must get good information in working on brochure problems to establish a good relationship with the media for maintain an existing information in a good relationship so that in the history of the brochure must have information in maintaining a good relationship so that there is no relationships that are not good in maintaining and having information in working on brochures so that in attracting relationships can be categorized as brochure media in carrying out a better information than the history of brochures that have a brochure media in carrying out a good development of information in pulling the history of brochures.
Therefore, in carrying out good information, you must have a discussion, you must maintain good relations, that goods or services run a good relationship so that there are no errors in carrying out the information in the brochure so that in establishing an information it must be better and there are no errors in the media information process brochure.
Brochure Types
Types of brochures according to their shape:
- Brochure
As previously explained, brochures can be distinguished by other types based on their folds. It can be one fold or more.
- Leaflet
Leaflet design is a traditional form of promotion and advertising. In subsequent advertising, although electronic media dominates, the use of leaflets as an advertising medium is still considered relevant as before. The reason is that printed designs are still needed in certain circumstances, for example when the computer monitor screen cannot be turned on because it is damaged or not There is no electricity, besides that in certain circumstances the use of electronic devices becomes impractical and cannot be carried by people in need. Even if it can be carried it will cost quite a bit.
As a promotional media, leaflets can be made in such a way that the quality is equivalent to other forms of marketing media. Although the content is purely intended for communication purposes or promotional messages, leaflets can be created in such a way that it can describe and show the image of the company, product or other.
However, because leaflets are generally small, the information conveyed is limited. It only contains the subject matter so it lacks depth of information. It can be said that leaflets only serve as a means of conveying information and messages in other forms. Although generally small in size, it can be expanded into A4 to A1 paper sizes and even billboards and can be the basis for designing internet sites.
- Booklet
If the brochure consists of a sheet of paper with more than one fold, the booklet only has one fold. But one fold consists of several sheets of paper so that when combined it resembles an unbound book.
Booklets can provide more information than leaflets because physically the number of pages is more. Usually booklets are widely used to convey company information (company profile), informing the products that are needed owned and even periodically publishes booklets at least once a month to add product collections or prices new.
In the world of marketing, booklets can make it easier for people who need something without having to come to the store. For companies, booklets can help PR officers without having to explain at length the ins and outs of the company in conveying information about the company.
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- Poster
Literally, a poster is a sticky letter. That is, brochures affixed in a place that is considered strategic and easy for the public to see. Can be pasted on walls, pillars and so on. The size itself is adjusted to the needs and promotion objectives.
Posters usually present brief information about the product or service. Called short information because of limited space. The goal is to attract attention and provoke the curiosity of the audience.
- Folders
Folder is a combination of brochures, leaflets, and booklets. The shape itself is similar to a folder, where on the inside there is a pocket to store various files (sheets) such as letters, leaflets to business cards related to information or promotions you want delivered to the public. The folder functions as a repository for information or promotional files.
Similar to booklets, folders can also provide more information. The difference is, the contents of the booklet are usually in the form of separate sheets, scattered (not bound to each other) and not bound.
Brochure Features
Everything certainly has its own characteristics or characteristics, as well as brochures. Brochures have certain characteristics that distinguish them from other promotional media. The characteristics of brochures include:
Generally have a single message.
The goal is to inform the public about the product.
Only published once.
Made as attractive as possible to attract public attention.
Distributed separately “by the company”.
The design is attractive and the content is clear.
Brochure Purpose
In general, brochures function as informative and persuasive media. As informative media, brochures aim to convey information so that audiences can increase their knowledge and insight. For example, regarding the type of product, the price of the product, and where the product can be obtained. In fact, not infrequently there are brochures that convey information about the ins and outs of the product, from selecting raw materials to marketing.
Meanwhile, as a persuasive medium, brochures often no longer talk about quality, but product prestige. Because basically, persuasion aims to influence the audience to want to change attitudes, opinions, behavior, or social change. In persuasive communication, seductive words are often used to get the audience to pay attention to the brochures that are distributed. Next, after the audience is attracted to their attention, words or sentences of persuasion are presented to influence the audience.
According to Albert Frey (in Rivers, Jensen, and Peterson, 2003: 271) there are four types of persuasion, including:
Primary persuasion, which is intended to get consumers to buy a certain type of product
Selective persuasion, which is intended to get consumers to buy certain brands
Emotional persuasion, which is intended to arouse the consumer's intention to buy something
Rational persuasion, which is intended so that consumers want to think in choosing a product.
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The persuasion itself, in practice can be done in an overt way, or disguised. However, most advertising agencies consider persuasion more powerful to influence audiences. Meanwhile, Otto Kleppner (in Rivers, Jensen, and Peterson, 2003: 274) outlines three guidelines so that the purpose of brochures can meet and achieve the target audience, including:
Zone campaign, which directs all efforts to distribute brochures in a certain area, such as a city or province. If successful, then transferred to another region.
Cream campaign, which is to mobilize the distribution of brochures to the most potential segment or group even though there are many other potential groups. If successful, then transferred to another segment or group.
National campaign, which is an effort to distribute brochures on a large scale to get maximum response from various audiences. National campaigns can be carried out well after going through zone and cream campaign efforts, to reduce the risk of failure such as mistargeting or misaddressing, and very high costs.
Brochure Benefits
The brochure must create clarity in the brochure so that in establishing a good relationship one must maintain a good relationship in information that is in a good relationship so that there is no good information in the brochure so that there is no serious problem in the brochure.
Therefore, in running a brochure, you must create a good relationship in explaining a good problem so that there is no one maintain a good relationship in the benefits of brochures, for that in running a good problem is a good information in explaining there is a problem in the brochure, therefore the brochure must establish good information so that there is no interest in the brochure that. so that in the brochure must develop good information in the brochure.
Brochure Size
On the size of the brochure creates a good relationship in explaining the relationship of the existing brochure on the size of the brochure so that there are no errors in the information in explaining good relationship so that in moving well so that it is created perfectly and well in brochure size so that in writing public relations it must be good so that when researching size.
Brochures must explain a good relationship so that there are no errors in measuring public relations writing so that the relationship between brochures and sizes must be the same and not there is something wrong in determining a definite brochure size in waiting for a good relationship in order to create a good relationship on the brochure size so that it doesn't there is an error in explaining a size in the brochure so that it is well established in public relations writing so that there are no errors in the size of the brochure so that it can be done do a brochure relationship on public relations writing so that in researching a brochure size it must be seen well so that it can be explained well.
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Thus, in general, the advantages of brochures are as follows:
The messages conveyed can reach a large number of audiences, according to the number of brochures printed and distributed to the public.
If there is an opportunity, the brochure distributor has enough time to explain the material in the brochure in detail to the public.
Audiences have the opportunity to ask questions and get direct answers regarding all matters relating to the contents of the brochure from the brochure distributor.
The promoter, in this case the brochure distributor, can see firsthand the emotional (psychological) condition of the audience, so that if there is an opportunity the promoter can add or change the way of conveying the message in the momentarily.
Promoters (brochure distributors) can easily get potential audiences (prospective consumers).
On the other hand, promotional activities using brochures also have weaknesses, including:
In its distribution, it is very dependent on the number of disseminators, so it is often only able to touch a few audiences at a time.
If there is an opportunity to add or change the way the message is delivered, the process is very dependent on the ability of brochure distributors to strengthen persuasion and convey the information contained in the brochure brochure.
Not all audiences received further explanation from the brochure distributor.
However, these weaknesses can be overcome by research on consumers. Research can identify potential audiences, find out what elements might influence audiences, and how best to form messages to influence audiences.
Brochure Design
In preparing a brochure, we must identify item- related to clear presentation. Thus, we need to carry out the stages of work so that brochure making can run well, with good results too. In general, the stages of making brochures are: 1) preparation; 2) layout; 3) repair (editing); 4) production; and 5) deployment.
Preparation
The first consideration is how the brochure is delivered to potential customers. For example, if a brochure is made to explain (inform) a product or service that has a tough competitor, then the brochure must have a different touch from its competitors. But still relevant to the subject and attracting attention. For that we should make considerations that will determine the quality of the work that we will make. These considerations include:
Idea Consideration
If we are going to make a brochure about a product that has many competitors, we have to think about how to do it so that the brochure is different from its competitors, but still relevant to the subject and interesting attention. Thus, research or research is needed to find and develop fresh, unique, and interesting ideas.
Design Considerations
After setting the idea, in the next step we need to make design considerations, which involve images, colors, words (copy), and letters (fonts). All four should be in accordance with the segment and target audience to be addressed, as well as relevant to the theme and purpose used.
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- Picture
Many opinions say that pictures can express meaning and meaning more than words. However, of course only pictures of value can reveal this. For this reason, when choosing images in print media design, special considerations need to be made so that the images that are selected can provide meaning and meaning in accordance with the message conveyed, so that the expected goals can be achieved achieved.
Images are very useful for releasing audience boredom when reading messages in brochures. Especially if the audience is not from among bookworms. In addition, images can leave an impression in the minds of audiences. Image selection can be adjusted to the target audience segment. For example, if we want to promote mountain shoes, we will choose an image that has the nuances of mountains or the outdoors. Although in fact there are mountain shoes that are used to attend parties, they don't seem suitable when choosing a party atmosphere image.
- Color
Color is an important part of the world of design. Colors can be used to give "soul" to the designs we create, as well as identity. Light blue, for example, gives the impression of calm and peace; red represents high-energy shades; green gives a shady atmosphere, and so on. However, the standard of color meaning may differ from one place to another.
Elsewhere light blue can be interpreted as shades of sadness; red as a symbol of anger; etc. In addition, these colors can describe important cultural meanings. In Kutai Kartanegara district, for example, yellow is a symbol of glory and prosperity. The color itself is a legacy of the greatness of the Kutai Kartanegara Kingdom. While in the political world, yellow is the color of the greatness of the Golkar party. Other parties are reluctant to use yellow because it is considered a legacy of the new order's authoritarian enzymes.
- Words
In the world of design, words are sometimes a not so important element. But that doesn't mean it's less important, because words reinforce the overall content of the message. Words can also attract the attention of the audience. The condition is that the words used go straight to the point (to the point).
- Alphabet (font)
In choosing letters, an important consideration is that the letters must be easy to read. That is, the selected letter must provide clarity, not make you dizzy or make your eyes tired. In other words, the text should always be easy and simple, so that the audience can see the message clearly.
There are several things that can be considered so that the text meets these requirements, including:
Use bold and simple fonts in large sizes
Font color contrasts with background
Avoid complicated hooked fonts. Because this type of font often gives the impression of being complicated and can make it difficult to read
It's a good idea to use hooked fonts for slogans (headlines)in large size
Apart from being based on graphic considerations, fonts can also impress something. For example, Times New Roman. Some consider this typeface classic and serious because it is widely used in writing academic manuscripts, such as theses or theses. This typeface is still used as a standard (mandatory) in writing thesis and the like. Meanwhile, Arial is a font without hooks, it seems firm and dynamic, but "heavy".
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Consideration of tools (tools)
We need to consider the tools that will be used, both hardware or computers and software software, namely programs that will support our work.
- Computer
Professional designers usually use a Macintosh (computer graphics) to work on their designs. Macintosh is a computer device that is equipped with applications to meet design needs, so that the results are maximized. Besides Macintosh, PC devices can also be used even though it is not a design-specific application. However, for maximum performance, with maximum results, we should pay attention to the following hardware devices:
Processor, are the “brains” of computers, quite a number of brands processor which we can use, for example pentium or Celeron produced by Intel company: Athlon Duron, Sempron produced by AMD. For design purposes, it is better to use a processor with a high-speed capacity, such as the Athlon 1800 megaHerz.
motherboards, can be said to be a "neural" network that helps processor performance. Inside the mainboard there are other devices such as VGA to read images, soundcard to make a sound, and so on. However, additional slots are also available soundcard. For design purposes, you should use VGA cord so that the existing memory does not reduce its capacity and speed.
RAM (Random Access Memory) is a memory card that helps performance processor. RAM is in charge of reading data back and forth as long as the computer is working. For design purposes, we recommend using a design with a minimum speed of 256 MB.
VGA card is a graphics card that serves to display the quality of data in a computer. The higher the VGA memory capacity, the higher the color accuracy that appears on the computer. In addition, an additional VGA card memory will help the computer's performance so that the speed is in accordance with the capacity processor and RAM used.
hard disk, functions as a data repository. Usually, graphic design data takes up quite a lot of space on the hard disk. A good hard drive has a high content capacity, at least for example 40 GB with a rotation speed of at least 7200 rpm (rotations per minute). Because the speed of rotation of the hard disk will also affect the overall work speed.
Monitor very influential on the design work process. If the condition of the monitor is blurry or dark, it will certainly interfere with our work capacity. Monitors with such conditions will affect the color accuracy and the resulting image. Thus, use a monitor that is still in good condition, and it would be better if it had a high resolution. For design purposes, a monitor with a minimum resolution of 300 above sea level (dots per inch) is required. Because the standard for image printing, especially separation printing, requires a minimum resolution of 300 above sea level so that the resulting image quality is good. In other words, the display in the monitor is as close to the original color as possible.
Mouse, serves as a brush or writing tool for drawing. Now there is a special mouse for design purposes. With a very high level of accuracy or correction. But of course the price is relatively much more expensive than a regular mouse. Although using a regular mouse, basically there is no noticeable difference other than the price issue. If a normal mouse is difficult to reach the detail of the image, it can be helped by zooming the image. Indeed zooming sometimes it breaks the picture. In order to avoid the image breaking whenzooming high resolution images and monitors are required.
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Basically the most needed devices even though there are still many other hardware that can support such a design work process. For example, scanner to scan the required image; printer to correct errors; CDROOM or floppy to enter data or images; and many more. But for those who don't have their own printing press, CD Re-writtable (CD-RW), memory card or flash diskIt is also necessary to copy the design results to the printer.
- Software
New hardware will be successful if it is supported by software. In general, there are two types of software, namely: the main software to run the system (operating system) computer and supporting software to run the program.
The most widely used software is Microsoft Windows with product variants such as Microsoft Windows 998 Second Edition (WIN 998 SE). XXP Home and XP Professional. And lately Linuxx with more than 30 variants, is also widely used because it's free, for example, Redhat or Knnopix. Even in Linux applications we can create our own additional menus (open source). For Macintosh users, software which can be used include: OS X v 10.1.5+, or OS 9.1-9.2+.
While the supporting software is much more. For design applications, it is quite a lot. However, there are some design programs that are quite popular and can be used in all applications operating system. Here are some of them, namely:
- Corel Draw
For the purposes of image design, until 2005, the Corel software company that produces CorelDrwa has issued the 12th version. As a device for drawing purposes. Besides, onceinstall, all requirements to support the design process can be met. If you want to process and improve photos (image), users are directly connected with Corel Photo-Paint. Meanwhile, if you want to improve the detail of the image, the user can connect it with CorelTrace. Even CorelDraw also provides installerfont via Beatstream Navigator.
- Freehand
Functionally, Freehand MX is the same as CorelDraw 12 which is used for drawing purposes. However, Freehand MX is not directly supported by other software such as those in CorelDraw 12. However, Freehand 10 gives the user the power to use other programs. For example, if you want to process photos. Freehand MX provides a choice of other programs that the user wants.
- Photoshop
Photoshop is an editing program (editor) image that serves to create, edit, or modify digital images contained in the computer. In addition, Photoshop has the ability to create certain effects that are difficult for CorelDraw or Freehand to do. Almost every year Adobe,, the parent company of Photoshop version 9 under the name PhotoshopCS2. Until now, Photoshop is arguably the most popular image editing program used worldwide.
- Pagemaker
Pagemaker 7 is mostly used for Lay Out purposes, newspapers, magazines, tabloids, and the like. This program can be said to specialize only in layout course. Because, menus and tools (tools) in which it is rather difficult to use for drawing purposes.
In this 7th version, pagemaker is equipped with a menu that is directly connected to Photoshop. The condition is that both programs are installed on the same computer. Similar to Freehand and CorelDraw, Pagemaker is equipped with facilities link, which is a means of connecting to the file where the data or images are stored. In the printing process, the printer does not read the data that appears on Pagemaker's pages, but the files that have been linked to those pages.
- Illustrator
This program is the same as Freehand and CorelDraw, which is used for drawing purposes. However, some say that Illustrator specializes in creating illustrations, such as cartoons.
- QuakeExpress
This program is the same as Pagemaker, which is used for layout purposes. However, QuakeExpress is equipped with tools to process fonts so that they can appear more attractive.
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Production considerations
That is, choose the type of print. Whether to use print out, photocopying, screen printing, or offset (separation) techniques. All four have the nature, characteristics, and print quality of the form.
- Print out
The quality of the printer is now getting better, and the price is even more affordable. Deskjet printers can also print high-resolution images. In addition, orders can also be made in minimal quantities and can be produced at any time. However, when used for orders in large quantities (many), printouts cost a lot of money, because printing costs are calculated per page.
For example, we order 3000 copies of a brochure, while the cost of printing a full page in color in A4 size is Rp. 4000 if you go back and forth Rp. 8000. Thus, the cost of printing such brochures costs no less than 12 million. Very expensive.
- Photocopy
Same with printers, printing using a photocopier can be done in small quantities and can be produced whenever needed. Printing costs are the same, which is calculated per page. However, although it can print complex images and small letters, photocopies cannotrendering color photo. While the print quality is still below the printer printouts.
- In terms of the number of orders, screen printing can serve orders in minimum quantities or in large quantities. The more orders, the cheaper the printing costs for the perexampler. For example, 1000 ex is charged Rp. 2000, if the order is 3000 ex, the cost used for each eksampler is only Rp. 1250. However, screen printing cannot print complex images, small letters, andrendering photo or color image. So that printing color gradations is difficult, maybe even impossible to do at all.
- Separation
In terms of the number of orders and costs, separation printing is the same as screen printing. However, separation has advantages that screen printing does not have, namely being able torendering color photos, intricate graphics, and small letters. Even the separation can fulfill what is desired in the design design. Although separation is more expensive than screen printing, it is not as expensive as printing using a printer.
Printing using a separation technique using the CMYK image color format. The color format has four basic color components, namely: cyan (light blue), magenta (red), yellow (yellow), and black (black). It is certain that the CMYK format is an absolute must when a design is indicated for a separation print application.
Consideration of funds (costs)
Like production, brochure design is also a part of production itself. Meanwhile, what is called production means that it costs money. The costs themselves are divided into:
- Shopping for design equipment and supplies, which includes design work tools such as computers, printers, scanners, and others. Long-term equipment shopping where one purchase can be used over and over again. While shopping for supporting equipment such as paper, tissue, CDs, and so on. Equipment purchases are short term, which usually can only be used for one or several times.
- Employee honorarium, namely honorarium for people who work on designs. The cost depends on the printing technique used, and the number of copies to be printed.
- Distribution costs, namely the costs that must be incurred for the purposes of distributing brochures.
However, if we use the services of a designer or a printing company, the costs for shopping for equipment and supplies, as well as worker fees can be reduced. In such a way, we only need to prepare production and distribution costs. That is, the cost to pay for the services of design, typing and deployment.
During the preparation period, we should know and understand the elements in print media design described above, because all the elements mentioned above are very important things urgent. The goal is that the process of making brochures is in accordance with the concepts and targets that have been planned.
- Layout (Lay Out)
Basically, the form (shape) the paper used in making brochures is landscape (extending sideways/horizontally), portrait extends downwards / vertically), and square (square). In a landscape pattern with a size of 30 centimeters and a width of 20 cm, for example, we will use a fold right in the middle of the paper. This method will produce four pages with each page measuring 15 cm long and 20 cm wide. While two folds will produce six pages and so on.
However, even if it is only one fold, the count is not a standard measure. Because we can fold it at a length of 10 cm, so that two pages are 10×20 cm, and two pages are 20×20 cm. In other words, these calculations can be adjusted to the desired shape (design).
After determining how the brochure will be presented, then we can start designing it. Take for example, we use a one-fold pattern. Following are the steps for setting the layout.
- Logo placement
Logo is the identity of a company, agency or product. The Garuda bird, as the symbol of the Indonesian state, is a logo that becomes the identity of the Indonesian state and nation. While for goods sold in the market, the logo is an identification mark (trademarks) for the public. By looking at the logo, the audience will know the product or brand that is presented. In general, there are three types of logos, namely:
- word marks or brand name or logotype, namely a logo composed of spoken forms (a series of letters that can be read/spoken). Examples: Coca Cola, Pepsi, and Sony.
- Device marks or brand marks or logogram, which are composed can be unspoken (picture). Example: Nike
- Combined logotype and logogram, which is a combination of brand name and brand mark. For example Krattingdeng or Redbull.
Talking about logos or identities, John Murphy and Michael Rowe (1998) mention 3 important elements in a logo, namely:
- Name, relation to word (word) or voice (sound).
- Symbols, in relation to visual forms.
- Color, as a visual attraction, is related to psychological influences.
Thus, because the logo is an identity, of course it must be placed on the front cover of the brochure. The place is usually above, below, left, right, or middle according to the planned concept.
- Placement tagline or headlines
Tagline is a slogan that can serve as a trigger for the curiosity of the audience, so that it gets a place at the very front. While headlines is the title or main information that summarizes the information as a whole, and its placement can be on the inside if the cover is felt too full.
- Placement of illustrations or images
With pictures or illustrations that are interesting, good, or unique, the audience will be interested in reading the message of the contents of the brochure. However, if the placement is not right, the audience will feel bored, tired, and leave or throw away the brochure. The placement of images should not decide the flow of the script, so that the information conveyed can be received properly and thoroughly by the audience. Because basically, the image is a supporter or supporter of the message conveyed.
- Placement of the manuscript (text)
Manuscripts can be placed in the spaces between illustrations or images. However, it can also overwrite illustrations and images if they are used as the background of the script. If this last method is used, the color of the letters must contrast with the background image to avoid reading difficulties.
In order for the brochure process to run smoothly, in the first step we first design the front page and the back page. Pay attention to the shape and experiment with different colors and paper qualities. Make as many alternative concepts as possible, ranging from advanced to difficult, as well as informative designs. Decide which of these alternatives to choose, because it will affect the overall visual content of the brochure.
After determining the style (style) which will be used for cover, in the next step we create a design for the interior. The interior should provide an explanation for the previous section. However, it should be noted that it is not impossible that we will be affected by the amount of text and visual information that can be added. Thus, we must determine an effective design. The trick, create a number of columns and select the one that matches the text (copy) and enough to achieve the style and character of the design.
- Repair (editing)
It would be nice if we didn't immediately assume the work was finished before editing. We have to make sure in advance whether the results of our work there are no mistakes at all. Because every error that occurs will affect the quality of work and the results obtained. In fact, it is not impossible to influence the meaning or meaning of the message as a whole.
In making brochures, editing that can be done includes:
- Headlines or togline
The main title or tagline is intended to attract the attention of the audience. However, the series of words should be made as short as possible and once read it immediately attracts the attention of the audience. Advertising experts say, a good title when read only takes no more than 2.3 seconds. For example, the title Super Mega Bonus. The sentences are very short, able to attract the attention and interest of the audience to shop in order to get bonuses (gifts) and purchases. But the title has been used a lot so it's less interesting again. Thus, in addition to being brief, you should pay attention to the uniqueness or uniqueness that is different from the existing titles.
Likewise with the tagline, it should be conveyed as short as possible. Because the tagline serves as an identity for the company or product. For example, Sampoerna A Mild cigarettes. Some time ago, this cigarette carried the tagline "How Low Can You Go?”. By just hearing or reading the sentence, the public already knows that the product is Sampoerna A Mild.
- Image or Illustration
Maybe we are sure that the image or illustration chosen for a reason can attract attention. But it is better to consider once again whether the image, images, or illustrations that we choose can strengthen the message or vice versa.
In addition, we should pay attention to the resolution of the selected image. Keep in mind, images for separation prints require at least a resolution of 300 above sea level, because low-resolution images have a risk of print quality, i.e. cracked or cracked images blur. While the color format used is CMYK and the TIFF file type (tagged image file format). Actually the type of JPEG can also be used, but JPEG is more suitable for web purposes. Meanwhile, so as not to burden hard disk and computer memory, resolutions over 300 above sea level can be avoided.
Make sure the images in the design are connected (link) with the image we use. Because basically, what is read by a printing machine, for example a printer, is not the image presented in the design, but the original image outside the design media.
- Text (script)
Text is the most easily understood by the audience. Thus, we must avoid mistakes in typing, because it can obscure the meaning and meaning of the message. For example, we write a brochure script using Microsoft (MS) Word, and then paste it into Corel where the brochure design is made. In MS Word with spelling automatically, words that do not match the usual spelling will automatically be changed. For example, the word “could” becomes “biased”; "law" becomes "law", and so on. In terms of meaning "can" means "can" or "able", while "bias" means "vague or "unclear". It is very clear that the meaning and meaning of the word "can" is much different from the word "bias".
Furthermore, whether the message conveyed in the text (script) is in accordance with the planned concept and purpose. And how to contrast the text with the background (background). Unclear text will affect the readability of the audience.
- Placement of manuscripts and images
Consider also whether the placement of images and illustrations meets the standards of composition. Thus, we should correct whether the placement of the logo, tagline or headline, text and images. Because the wrong composition will reduce the value of the beauty (aesthetic) of the brochure. Meanwhile, a good composition helps the audience to obtain information and process information in a coherent and continuous manner.
- Font size and type (font)
The font size for the manuscript should be adjusted to the target audience to be addressed. If the target audience is young people, lowercase letters are not a problem. However, if the age of the intended audience is above 40 years, capital letters are better to make it easier for them to read the contents of the message.
Likewise with the selection of font types. In general, the typeface consists of related and unrelated letters. Selection can be made by considering the target audience segment. Linked letters have a complicated impression, while unrelated letters seem simple.
- Paper size
Corrections also need to be made on the paper size that we will use. Considerations, including:
- Can the space required for the message body be met? If not met, maybe we can add the length and width of the paper so that the content of the message that is important has a place.
- Is there too much free space? Actually, empty space is not a taboo in design, but if it is too empty it should be avoided. If this happens, it's a good idea to reduce the size of the paper area.
- Is the paper size practical for the target audience, such as pedestrians to read? For pedestrians, or people who are on public transport, the small size of the brochure is easy to read when they are bumped into other pedestrians or passengers.
In addition, we should have information about fertilization owned by the printing press. If we are going to print brochures on a conventional printer, we usually have to provide about one centimeter to 2 centimeters of free space. This needs to be done to avoid the main area of the brochure untouched (cut off) by the paper cutting machine.
Production
After going through the editing stage, it means that the next stage is production. We should not forget to include the fonts we use, even though they may be available in printing. This needs to be done to avoid the possibility of missing fonts which will result in changing the letters, so that they can damage the design. In addition, also include the image used in the design. Because if the original image does not exist, the printer will read the image with the quality as it is according to what is presented in the design.
Meanwhile, in general the printing technology as presented above is print out, photocopying, screen printing and offset printing. Especially for offset printing, there are two kinds, namely conventional offset and the most recent is a technology known as one stop printing.
In conventional offset, the printing process from start to finish is done separately. In the initial stage, the material is printed into a film consisting of films cyan, magenta, yellow, and black. Then the four are printed one by one on paper (or other media such as plastic, etc.) that will be used. By using this technology, the printing process is known as four times printing, so it takes quite a lot of time.
In conventional offset printing, the process must be done very carefully. Because, the mistake of laying down) CMYK film of just one millimeter will make the image blurry, indistinct. And usually, the resulting color quality will drop between 5-30 percent, depending on the type of film and the age and quality of the machine used.
It's different with technology one stop printing. The time required in the printing process is relatively short. Because in the process, the printing press is connected to a computer during the design period to be printed. So basically, the manufacturing process is similar to the print out process. In addition, paper cutting to folding into brochures is done by the machine itself.
In general, the resulting quality is good. However, color quality still depends on the type and quality of the paper used, as is the case with conventional offsets.
Thus the explanation of the article above about hopefully can be useful for our loyal readers.