The Brochure's Golden Age
I have heard colleagues and clients make the argument that brochures are passé. I would argue that print design is entering a golden age, specifically wineries' brochures. With the advent of the digital age, print becomes less prolific. On the other hand, like sand after a beach visit, digital media finds it its way into every nook and cranny. Therefore, I say that the standard for brochure design has been set at its highest. Brochure design is not dead. Mediocre brochure design is dead. We have cleared away the posers and pretenders of print design so that the best may stand in the spotlight without the convoluting braying of the masses.
Elements of a Successful Winery Brochure
A successful brochure communicates the right information in the most appropriate layout. Each panel is not an entity unto itself but rather one element of a whole composition which is in turn one piece in the gallery of your campaign. You can have the steak without the Zin but why would you when its sitting right there?
You must consider:
- Purpose - What is the desired result?
- Format - Bi, tri, z or accordian-fold, to name a few
- Emphasis - Control where their eye stops
- Information - An actually informative brochure is valuable
- Color - 2 color or full color
- Quality - Paper, ink, printer, die cut, etc.
- Typography - So many fonts!
- Photos - Please use high resolution photos
In a tri fold brochure, the viewer is presented with one panel, the cover, before opening. Then they see two panels, the inside-left and inside-flap. Once fully open, the inside-left remains visible but in conjunction with the inside-center and right. Therefore, that first inside panel must dance to two songs. Just as much, the back panel must work alone while still paring well with its two neighbors. What is great is that this allows you to control the way in which the viewer receives the information. Like ingredients, each panel of the brochure interacts with the others uniquely, each having their own flavor but ultimately creating one sumptuous experience.
Touchy Feely Wine Design
Wine tasting is about the senses. We examine the color of a Pinot Noir, smell the complex aroma and taste the dry earthiness. In the tasting room or at events, engage the prospect's tactile and visual sense in an immediate form that expresses the “in the moment” romance that wine embodies. If done right, your print media will join forces with the digital media to ultimately direct the client to a sale either at that moment or later online. In the same way that the internet can reach prospects in their homes, brochures can reach them on location in a way that the other cannot.
Let us create a design for you that will serve your clients and in turn you. Educate your clients and direct them to your other resources. Give them something beautiful and do so with style and quality.