4 Elements of a Well Designed Wine Club Brochure
The double edged sword of designing a brochure for your wine club is the cornucopia of possibilities before you. Just like wine making, there are many things that can go wrong. More often than not, though, the simplest answer is the best.
We are entering a time of aesthetic minimalism, which is great since simplicity means there is less that can go wrong. Consider these four trouble-free principles of design when creating your winery's brochure and you're much more likely to end up with a hit than a miss.
Each panel of the brochure will be different, of course, but they must still work together as an attractive whole. This can be achieved through the use of repetition in your design.
By repeating certain elements throughout the design of the winery brochure, a cohesive look is achieved as the reader moves from panel to panel. Doing so, he/she will imbibe different morsels of information while perceiving a cohesive experience. A key example would be to carefully consider your fonts and how many. As a rule:
Keep it to three fonts or less. I would recommend only using two. This shouldn't be too difficult when the purpose of each font choice is considered;
Repeat font sizes. Use the same font size on each header; also
Keep the font size of all body text consistent
Repetition of the elements through your wine brochure will help achieve a unified design and you'll also want a visually interesting brochure. While adding variety, keep a harmonious balance with use of design elements like color and size.
Choose adjacent colors on the color wheel. These analogous hues won't clash with each other and will allow the viewer to transition comfortably between aspects.
Remember, varying the value of different hues will keep similar colors from competing.
Choose the appropriate sized photos and text; this will harmonize your design. Teeny tiny photos or text may just drive the viewer cross eyed.
Going full bleed on images? A good rule of thumb is to have more than one instance of something. Remember repetition? To have that BAM, slap-in-the-face effect in one spot, make sure to slap them again on another page.
It is good to note that vastly disproportionate portions just make people uncomfortable. You want to use size to create a logical progression. This takes us to the next topic, which is the movement of hierarchy.
A wine brochure should direct the viewer's attention to the most salient aspects of your business or pitch. Don't let their eyes wander all willy nilly about the page. There should be logical progression, an ideal movement from element to element controlled with contrast.
Just like it's important to have continuity and flow in a wine tasting line up, it's important to have the proper information flow in a brochure. Start with a hook, and then take your viewer through an informative narration that follows a logical progression, culminating with a call to action - for example, an invitation to visit your tasting room, or instructions for how to join your wine club.
This tactic is akin to structuring a well reasoned argument, except that no one can interject. It's also prettier. The easiest way is to employ this in a brochure is to follow a Z pattern, with information flowing from left to right and top to bottom.
A clear flow of information is important, but it will easily be overlooked if you don't have graphics in place to help direct your reader's attention. When sending your readers on that Z patterned journey through your brochure, one of the handiest tools in your design toolbox is contrast.
Contrasting bright orange or bold black on a muted color palette will tell the eye to start there;
On a page of 12 point font text, a 20 point header catches the scanning eye;
Consider serif vs. sans-serif, light on dark or even an octopus in the sky;
Contrast is attention grabbing
Now, all the flash, dazzle and sparkle in the world won't make up for a lack of compelling content. Content is king. Don't forget to make sure you have a call to action too. I mean, there is a purpose behind this thing right? Try your hand at designing a wine club brochure or press the bright button below to book a free consultation with us.