1. Define the purpose of the brochure: Is it for attention or simplicity? Do you want to grab the reader’s attention or do you want them to easily understand a message.
2. Simplify your message: Break down any long articles, simplify text by adding tables and charts.
3. Use selective emphasis: Reserve emphasis for the most important parts of your message. Add visual contrast by using larger typeface or graphics.
4. Keep the design simple: Use a few colors and fonts. Don’t overdo it.
5. Use a single illustration on the cover.
6. Make your brochure worth keeping: Encourage the consumer to keep it handy.

The standard weight of a paper is defined by the weight of 500 standard-sized sheets in pounds. These are the different grades of paper and their respective basis weights.

Bond: Usually reserved for letterheads, business forms, and quick printing jobs. 16# for forms, 20# for copying, and 24# for stationary.

Text: A high-quality sheet with a lot of texture. Ranges in weight from 60# to 100#, but the most common weights are 70# or 80#.

Uncoated Book: The most common sheet for offset printing. Usually a 50# to 70# stock.

Coated Book: A glossy sheet that yields vivid colors and excellent reproduction. Generally goes from 30# to 70# for web, 60# to 110# for sheet fed.

Cover: Used for book covers, postcards, and business cards. Coated or uncoated. Come in 60#, 65#, 80# or 100# weights.

Here are some of the advantages and disadvantages of adding your photo to a business card:

Here are some the advantages:

Cards with a photo on them are often placed on top of any pile of cards and are easier to locate later due to the fact that they usually have more color than the typical business card.

Photos give prospects a chance to begin getting acquainted. People enjoy doing business with people they know. If you're in a business that requires a great deal of trust or confidentiality, anything you can do to seem approachable is helpful.
A business card with your photo on it will help a new contact find you in a meeting or help to differentiate you in a group of people. If you often make initial contact with someone on the phone or via email, sending them a card with your photo on it before you meet in person is a thoughtful gesture. Photos add color and interest to an otherwise boring card.

Here are some of the disadvantages:

People make judgments based on the way we look, and it's more than just professional attire or the expression on your face. Your race, gender and age are also factors that may influence someone's choice to contact you.

Photos add cost, not only in printing, but in having a good quality photo taken. Your hairdo and your clothing in your photo can date you. If you do not make new cards often (with updated photos), that can be a distinct disadvantage.

Perfect binding: Gluing the outside edge of the signatures to create a flat edge.

Saddle-stitch binding: Uses one or more staples on the fold of the signature.

Side-stitch binding: Stapling the signatures together on the side rather than the fold.

Case binding: Signatures are sewn together and attached to the hard cover.

Plastic comb binding: Plastic teeth are fitting into a stack of pages.

Three-ring binding: Holes are punched into the pages and fitted into a binder.

1. #100 lb. cover, c2s (coated two sides) is probably the most popular.
2. #100 lb. c1s (coated one side) is ideally suited for postcard mailing.
3. #12 Point c2s (coated two sides) is a luxurious premium sheet with brilliant finish.