Design for Travel Brochure Cover

[cameron77]

Hey Folks,

I'm new here. I work for a non-profit tourism organization out of Pike County Kentucky. We're doing a new brochure and I was wondering if you would provide me some feedback on what I've been working on. I've done several mockups, please let me know what you like and don't like, and what I should try to do.

I normally am self conscious about critiques, but I need the help. I appreciate you all! :D

http://www.jayshepherd.net/graphics/covers_selection_layout.jpg

[garricks]

Welcome to the forum Cameron. :) I hope you'll find it useful and fun here.

We ask all new members to read the threads posted HERE (http://www.graphicdesignforum.com/forum/forumdisplay.php?f=42) and HERE (http://www.graphicdesignforum.com/forum/announcement.php?f=42). They explain how the forum runs, the rules, frequently discussed topics and our inside jokes.
___

I understand what you're trying to do, that you need to promote all the different things there are to do in Pike County. It's quite cluttered though. I'd LOVE to see that gorgeous river photo unadorned on the front, with just the Pike County inset, the orange strip at the bottom, and the "beauty abides" tag line, although I'm not sure where to suggest you place that.

Then move the other photos to the inside, to help break up the copy.

I've been up near that area, but in West Virginia. Love it! :)

[<b>]

Personally, I think there's too much stuff going on. Do you really need a photo of everything that's happening in Pike County? I would probably pick just one photo (the background is nice), then leave the other things for the inside.

[garricks]

There you go, <b>, being all succinct while I edited down my novella. :D

[cameron77]

I'm of the same thought process too, but I'm not sure if my boss would agree. Would the photo alone distinguish itself amongst all the other brochures on the rack, and would it interest people enough to pick it up you think?

Thanks for the help guys.

[doctorfoz]

I hear what the others are saying about only showing the tranquil lake photo... but presumably you're trying to attract all sorts of people - those who like the peace and quiet of the great outdoors, and those (perhaps families with kidz) who are looking for more adventure. I say use all the images - as you have done.

1 is too busy by far.
2 is ok, I'm liking the font used on the inset pics, but not the jaunty angle
3 is better than 2 - use the font from 2
4 (see 2)
5 and 6 I like - but on 6, the montage needs a little work, especially where you've blended the singers (bottom right).

But that's just me. Nice work though.

[<b>]

Sorry Garricks. At least we're thinking along the same lines. :)

Would the photo alone distinguish itself amongst all the other brochures on the rack, and would it interest people enough to pick it up you think?

What stands out more and delivers the clearest message, a single, clear voice in an auditorium or a room filled with 50 chattering people?

A simple, concise and focused presentation always distinguishes itself from the others. Whatever photo, photos or graphics you chose, keep the cover and its message simple, powerful and focused. It might sound counter-intuitive to your boss, but it will draw more attention to itself and be more effective than a shotgun approach.

[garricks]

Sorry Garricks. At least we're thinking along the same lines. :)

:D I appreciate your clarity of thought.

Cameron, I agree with the others, just give it a try and see if it doesn't get much stronger.

And being that this is going in a rack, you'll want to keep that tag line above the halfway point so it shows no matter what type of rack it goes in.

[cameron77]

I know what you're saying <b>. I'm wondering if the lack of people in the photo hurts it at all? My board members are big on "smiling faces".

Also, do you think our banners should be identical to our brochure cover? You know, the banners that are displayed at conventions and festivals.

doctorfoz, I'm interested in your comment about 6, could you provide some ideas on what needs to be done to make it look better?

[<b>]

I'm not saying to rely on the river background image alone to carry the weight or, for that matter, any of the weight. As doctorfoz pointed out, it's an awfully tranquil, passive and, possibly, boring photo (but still pretty). And yes, faces attract attention. It's a natural human response to look at a face that appears to be looking at you. This is why so many magazine covers use large faces on their covers. However, 20 faces, along with their torsos, on the cover won't be nearly as powerful or attention-getting as one face. If you go with a face, a face can be very good.

Whatever the main message is, just keep it simple — both visually and verbally. Standing out on racks full of other trifolds will involve doing the opposite of what all the other brochure covers are doing. And if things in Pike County are like they are most everywhere else, those racks will be packed with clutter, so make yours simple, strong, clear and focused.

As for an identical banner, no, I don't think you should have a banner that looks like a giant brochure. Still, it probably ought to match in a way that might jog the memory of someone who's already seen one or the other. Same graphics, same photos, same type, same general look, but customized for the banner. There's synergy in making different components in a campaign match, but they shouldn't be identical.

[kemingMatters]

I know what you're saying <b>. I'm wondering if the lack of people in the photo hurts it at all? My board members are big on "smiling faces".

Also, do you think our banners should be identical to our brochure cover? You know, the banners that are displayed at conventions and festivals.

doctorfoz, I'm interested in your comment about 6, could you provide some ideas on what needs to be done to make it look better?

They are busy, and yes one or two photo's would probably work better, I'm going to guess that politics has more play in the decision to include everything but the local waffle shop. I deal with a number of tourism associations almost daily for a couple different travel publications. It can almost be like asking a parent to chose their favourite child (non-profit selecting its favourite sponsoring attraction) when it comes to imagery on anything.

[cameron77]

What do you guys think I should do next?

Should I look for two photos of our MAIN MAIN attractions (I'm afraid Patty and Dwight may be required, even though we technically don't offer any attractions associated to either of them).

If I select two photos, should I include the scenic photo as a backdrop for them?

If I choose two photos, I could do them like two photographs over the background, OR two boxes at the bottom, OR a blended collage style. Any ideas on anything else I should try. Thank you again for your help.

[kemingMatters]

I would base your selections on images that will work well together (think perspective angles, colour). How you approach the layout, whether it be a collage or what have you, will really depend on how the images work together; can you create direction/harmony/energy/balance/etc with the images? will they blend together naturally? A night shot and a day shot probably won't blend into a collage well, (not always true) things like this can also aid you in making a this decision.

Regarding picking image content: If you want to show some diversity, I would suggest selecting images that showcase opposite ends of the spectrum of attractions (for example outdoor adventures and heritage & culture). However if there is something that is paramount to Pike County tourism, one of your images, or at least the content of it may be predetermined.

[Tomotron]

I think the colours are working well. Perhaps framing some of the photographs with your chosen colour palette. Like everyone else has said, there are a variety of ways to exhibit images.

[Roth]

No 1. Fortunate mistake. Hat look like lady boob.

[firebuffgal]

I know what kind of rack you are talking about and I am one of those people who pick up those cards when I am in a new town. There is no rhyme or reason as to the design of these cards, it varies. For me it is the subject matter. For example, in New Orleans I'll pick up a swamp or cemetery tour brochure over a Voodoo or Riverboat tour.

With that in mind, I like the idea of having the river photo you used with two main attraction images placed over it (not singers, though) and use the earlier suggestion of polar opposites. In the empty space of the river, you can bullet list more of the attractions. I wouldn't collage or box in, I would cut out/mask and place accordingly.

Also consider a more exciting looking tagline - maybe bright colors.

[cameron77]

Thanks everybody.

firebuffgal, do you mean cutting around the edges of the people in the two photos?

[firebuffgal]

Thanks everybody.

firebuffgal, do you mean cutting around the edges of the people in the two photos?
Yep! Like you did the two singers.

[<b>]

Also take into consideration distance as it relates to the viewer and the sequence of events that you want to happen.

What I mean by that is design the brochure to work within its environment and to attract the attention of the intended viewer who should then be enticed to pick it up. After the brochure is picked up, the dynamics change and the brochure has to communicate on a different level.

For example, a brochure in a rack is surrounded by a cluttered collection of other competing brochures. The viewer you're trying to attract is probably three to six feet away and scanning the rack for something that stands out. That being the case, a strong, powerful, visually distinctive design that contrasts with the surrounding brochures is important.

Once you've captured the attention of the viewer, you have to drawn him or her in. This might involve the use of, for example, typography that can easily be read from two feet but not three or four feet or photos that don't fully resolve until the viewer steps just a bit closer. The goal being to reel in the viewer by increasingly focusing his or her attention. Do this right, and the viewer eventually picks up the brochure.

Once that happens, everything changes. Now, the viewer's attention is focused on the brochure — he's holding it and quickly scanning it for interesting material. It's likely at this point that he will open the brochure to quickly scan the contents. It's unlikely, however, that he will carefully read big blocks of text. It's important to present the main concepts in a way that can be quickly and easily grasped. Large headings, easy-to-read photo captions, informative photos, etc., can do this. Succeed at this stage, and it's time to move on to the next step.

If you've successfully hooked and reeled in the viewer, you're ready for the final sell. At this point she's decided to keep the brochure and to study it for information. This studying might happen in the car, in the hotel room, at the restaurant table or right there in front of the rack. At this stage, copy writing becomes more important than the visual design. The viewer is carefully reading the words to pull out interesting ideas and to make sense out of the contents. She might be looking for activities, addresses, maps, and other important or useful details. To pull off this stage of the experience, it's important that the body copy in the brochure adequately addresses and meets the concerns of the reader.

Back to your cover design... Taking into consideration the steps I've outlined, tiny photos with 9-point captions that are smooshed together into a cluttered collection of competing shapes, backgrounds and colors won't resolve very well at that critical three- to six-foot initial distance where you're attempting to capture the attention of someone walking by. Again, the cover needs to be visually strong and distinctive. It has to capture the attention of someone who isn't looking for it and it has to do so within the context of a busy, cluttered rack that is full of other competing brochures — all of which are screaming for attention.

Do all this right and you can measure success by the number of empty rack slots that, only a week before, were filled with Pike County brochures.

[cameron77]

I like your description <b>. The challenge is, taking the comments of what is wrong with the design and trying to figure out how to make it right, in a very tangible way. It is going to be very challenging selecting 2 to 3 photos that will accomplish what you are talking about.

Pike County is also the location of the famous Hatfields and McCoys feud, as well as the second largest earth removal project, the Cut-Through Project. How does one make a cover that will be able to draw in the most attention by choosing so few of things? Monday I will try to work up a cover that features the text-list of stuff like someone suggested, along with some clutter free designs. In the end I have a feeling it'll be cluttered once everybody has chimed in from my board of directors.

[<b>]

Here are links to a handful of travel brochure covers (thanks Google) — some trifolds, some not — that accomplish, to one degree or another, what I'm talking about. None of them rely on just a single great image. Instead, their success is often combinations of imagery, colors, bold graphics and message that adds up to a strong design that visually distinguishes them from their competitors.


http://www.flowersplane.com/wp-content/uploads/2011/08/Travel-Brochures-5.jpg
http://blog.brochuresprintingonline.com/wp-content/uploads/2010/03/747ca319b9931b479bb03f35a6e236cb-copy-copy.png
http://blog.brochuresprintingonline.com/wp-content/uploads/2010/03/142772_Y45JxObO2Tk5l7aVp5ODgrI3s-copy-copy.png
http://bestdesignoptions.com/wp-content/uploads/2009/07/travel-brochure-28.jpg
http://bestdesignoptions.com/wp-content/uploads/2009/07/travel-brochure-26.jpg
http://bestdesignoptions.com/wp-content/uploads/2009/07/travel-brochure-21.jpg

[cameron77]

Funny thing <b>, the first two photos I actually have seen when I researched this project, and I have them saved in a folder for inspiration. The last few are not showing up, I'd like to see them but it comes up with some copyright screen.

[<b>]

Hmm. That's interesting. I'm not having that problem when I click the links. In any case, I've glued them together and posted them here: http://bit.ly/wMgdpH

Keep in mind that I'm not necessarily saying these are ideal solutions or great brochure covers. They're just some examples that Google found and that I thought solved a problem similar to your own in ways similar to what I've suggested.

[cameron77]

Thanks! I'll try some of these ideas out. I hope to post some of my new stuff on here for you guys to take a look at.

[Roth]

That Morocco one is great. A perfect example of keeping it simple, using a key colours that reflect the subject. The important thing is it doesn't oversell itself. Too crowded looks desperate not informative.

[Paj]

<b> has some very wise words. This (http://www.graphicdesignforum.com/forum/showpost.php?p=916014&postcount=19) is sticky-worthy.