When I ask the press operators what they like most on nice looking brochures, they use the term “clean and crisp”. Pressmen that print job after job, all day, every day, know a nice piece when they see it.
So, what is “crisp and clean”? To be cliché, less is more. The advent of the personal computer has given laypeople the ability to enter into the mysterious world of graphic design. In the early 90’s, that looked like gradient rainbows; endless seas of gradient rainbows. I printed so many jobs with gradient rainbows that I ran inside and hid in a dark room every time it rained while the sun was shining. In the late 90’s, EVERYTHING (pronounced with three syllables) got drop down shadows. Fonts? Pick a font and stick with it. Are you following this? Just because you can do it, doesn’t mean you should.
The key to crisp, clean printing is avoiding all the clutter and if you choose to follow the most recent trend, you better be uber-clever. Think about the front panel of your brochure; does it tell the whole story, whether you read it or not? Last week I looked at a job we were printing for a rafting company. I had to turn the brochure over and over; I could not find where the company was located! They had used so much clutter to fill their piece they made it impossible to find their location.
Your front panel should be an invitation to open up the brochure and look inside, or simply get their attention. It is your first impression. The inside is “the show” and the back is “the encore”. If you can’t find the door, or you can’t find your seat, you’re no going to clap and you’re darn sure not coming back.
Feel free to call with any questions (1-888-922-0699), and don’t forget to check out our offer for first time brochure printing customers.