Words mean things

- The First 9 Words should hit home the message.

- The Next 3 Sentences should eleborate the message sufficiently.

- The Rest is just a distraction.

Quote of the Day

“The basic purpose of a brochure is to make information understandable. Beyond Effective communication, there are always other information objectives: Creating Desire, clarifying, selling, inspiring, educating, providing credibility an building relationships. A brochure also speaks volume about its moment in history. A brochure describes culture, place, technology, economics and the value and passions of designers and organizations that create artifacts worthy of remembering.”

From the introduction of “The Best of Brochure Design, 2005. Rockport Publishers”

To crib and paraphrase a line from Rabbi Hillel; This is the whole of Brochure Design, the rest is just Photoshop training.

If I were to be in charge of a brochure design project, I would just print the above in Veranda size 30 font on cardboard, encase it in a photo frame and tell the agency designer, “Do what it takes and what you can, but put this infront of you when you are working on our damn brochure!”