Brochures are one of those classic marketing tools that never go out of style. Done right, they’re a simple, effective way to introduce and strengthen your brand, showcase your products or services, and invite people to learn more. But let’s be honest—there’s a big difference between a brochure that sits forgotten in a pile and one that gets people talking. So, how do you create a brochure or pamphlet that truly stands out? 

It starts with understanding your audience and what they’re looking for. From there, every decision you make—what to say, how to say it, and how it all looks—should be guided by the goal of making a genuine connection. In this article, we’ll break down how to design and make a brochure that goes beyond the basics. Our digital agency in London specialises in website and graphic design, and our team is here to look at the principles that make a great brochure, share practical ideas, and even explore real-world examples to spark your creativity. Let’s dive in to the art of brochure-making.

Start with a Clear Purpose

Before you even start thinking about design, ask yourself: what is this brochure or pamphlet for? Who will be reading it? Are you aiming to promote a new product, raise brand awareness, or provide information at an event? Being clear about your purpose and your audience will make every decision along the way easier and more effective.

For example, if you’re creating a brochure for a product launch, you might want bold visuals and a clear, punchy message. If it’s a company overview, you’ll need to balance style with substance—showing who you are and what makes you different.

Gather Your Content

Once you know your goals, start gathering the information you want to include. Write down your key points and what you want people to remember after reading it. Remember: less is more.

Here are a few questions to guide you:

• What’s the main message you want to convey?
  
• What products or services should you highlight?
  
• What action do you want readers to take?
  

Keep your audience in mind. What questions do they have? What’s most important to them? Your content should answer those questions clearly and directly.

Choose the Right Type of Brochure

There’s more than one way to fold a brochure—and each type has its own strengths. The most common is the tri-fold brochure, which gives you six panels to work with. It’s compact, easy to handle, and works well for most needs.

If you have more content to share or want a more luxurious feel, consider a bi-fold (which opens like a booklet) or even a gate-fold (which opens out to reveal a central panel). Each type creates a different experience, so think about how you want your readers to interact with your information.

Find Your Brand’s Style

Your brochure or pamphlet is a reflection of your brand. It should feel like a natural extension of everything else you do—your website, your packaging, your signage. That means sticking to your brand colours, using the fonts you usually use, and making sure the overall look is consistent.

Think about your brand’s personality. Is it modern and minimalist? Bold and energetic? Warm and welcoming? The style of your brochure’s graphic design should match. For example, if you’re a law firm, you’ll want a design that feels trustworthy and professional—clean lines, classic fonts, maybe a conservative colour palette. If you’re a bakery, you might choose softer colours, playful fonts, and warm images.

Designing the Layout

The layout of your brochure, like the layout of a good website design, is where all the pieces start to come together. Start with a blank page and imagine how the reader will move through the information. What will they see first? What’s the most important thing you want them to notice?

Use headings to break up the text and make it easy to scan. Short paragraphs and bullet points are your friends—they keep things moving and help readers find what they’re looking for quickly.

Images can make a huge difference. Choose high-quality photos that reinforce your message. If you’re showing a product, make sure it’s clear and well-lit. If you’re using illustrations or graphics, make sure they feel like they belong to your brand.

Writing the Copy

When it comes to writing copy for your brochure, clarity is everything. Keep sentences short and direct. Avoid jargon or buzzwords that might confuse your audience. Use a tone of voice that feels like your brand—whether that’s professional, friendly, or somewhere in between.

Focus on benefits, not just features. Instead of saying, “Our coffee beans are organic,” say, “Enjoy the rich flavour of organic coffee, freshly roasted for a perfect cup every time.” Paint a picture of how your product or service will improve the reader’s life.

And don’t forget the call-to-action! Tell your readers exactly what to do next. “Call us for a free consultation,” “Visit our website to learn more,” or “Stop by our shop today.” Make it clear and easy to act.

Using Colour and Visuals

Colour can set the mood and create an emotional response. Bright, bold colours can grab attention and feel energetic, while softer, muted tones create a calm, professional vibe. Think about what feelings you want to evoke in your readers.

White space is just as important as colour. Don’t feel like you need to fill every inch of the page. Space helps your content breathe and keeps the design from feeling crowded.

Use visuals and graphic design to reinforce your message. Charts, icons, and infographics can help explain complex ideas simply. Photos of your team, your products, or your services in action can build trust and give a human face to your brand.

Printing Considerations

Once you’re happy with your design, it’s time to think about printing. The type of paper you choose can make a big difference in how your brochure or pamphlet feels. A thicker, matte paper can feel more luxurious and substantial, while a glossy finish can make colours pop.

Consider the size and format too. Standard sizes are usually more affordable, but if you’re going for something more unique or premium, a custom size or special finish might be worth the extra cost.

Before you send your file off to the printer, double-check everything. Proofread your text, check the resolution of your images, and make sure nothing important is too close to the edge of the page.

Digital Versions

While a printed brochure is still a powerful tool, it’s also smart to create a digital version you can share online. A PDF version can be emailed or added to your website, giving you another way to reach people.

Make sure your digital brochure is easy to read on screens, with clickable links if you’re including website URLs or email addresses.

Testing and Feedback

If you’re creating a brochure or pamphlet for the first time, get a few opinions before you finalise it. Show it to colleagues or people who don’t know your business well. Ask them:

• Does it make sense?
  
• Is it visually appealing?
  
• Is it easy to understand what you’re offering and what to do next?
  

This is invaluable because it gives you a fresh perspective on how your brand message and design are perceived by your audience.

How Much Does a Brochure Design Cost?

There’s no set cost of brochure design, and you can get a vast range of quotes based on your requirements and the size of the brochure, as well as the quality of the final product. 

Generally, basic templates or single-page designs can start from £50 to £150, usually from freelance designers or smaller agencies. However, investing in a well-crafted, multi-page brochure with custom design elements and thoughtful layout can range from £300 to over £1,000. 

Quality comes at a price, but it ensures your brochure doesn’t just look good—it delivers real impact and reinforces your brand. Additional expenses like professional photography, copywriting, and high-end printing also factor in, so always budget for the best result!

Real-World Examples of Brochure-Making for Inspiration

Sometimes the best ideas come from seeing what others have done well. Here are a few examples to spark your creativity:

• Hospice and caregiving facilities want unique and digestible ways to share their mission and the impact of their work in a warm, engaging way. Using a clean layout, emotive images, and carefully crafted messaging, this brochure that Yellowball designed for our client, Hospice in the Weald, connects with readers on a personal level—showing how good design can tell a powerful story.  
• Local cafés and restaurants often create small, elegant brochures that highlight their menu or catering services. A single bright photo of their signature dish, a brief story about their approach, and a few key details about their opening hours and location can work wonders.
• Boutique retailers might focus on telling the story of their products—where they’re made, who makes them, and what makes them special. Their brochures often feel like mini-magazines: a balance of striking photos and short, engaging copy.
• Professional services like accountants or consultants usually go for a clean, structured layout that explains who they are and how they can help. Photos of the team and client testimonials help build credibility and show the human side of the business.

How to Bring it All Together

Here’s what to keep in mind as you bring your pamphlet or brochure to life:

• Be authentic. Your brochure should sound like you and reflect your brand’s personality.
  
• Keep it simple. Stick to a few key messages and make them easy to find.
  
• Think like your audience. Always consider what they want to know, not just what you want to say.
  
• Aim for quality. High-quality design, images, and printing make a big difference in how your brand is perceived.
  

A well-made brochure is a small but mighty marketing tool. It’s a chance to make a memorable first impression, share your story, and invite people to learn more. By putting in the time to do it right, it will pay off every time someone picks it up!

Now You Know How to Design a Brochure That Stands Out!

As you can see, creating a brochure that’s both beautiful and effective takes more than a good eye—it takes a deep understanding of your brand and your audience. That’s where we come in. At Yellowball, we don’t just design; we collaborate. We listen to what makes your business unique and bring that to life with brochure designs that captivate and connect.

Our team knows how to balance creativity with strategy, making sure every brochure, every graphic, and every detail aligns with your commercial goals. From concept to print, we’re here to make sure your brochure does more than look good—it works hard for your business.When you’re ready to turn your ideas into a pamphlet or brochure that tells your story and inspires action, let’s talk. Your brand deserves nothing less than the best!