1. Decide what literature what literature you need or will need in future: for example, letterhead and other stationery and brochures.
2. Decide what image you want your literature to convey: for example, traditional, value for money and so on.
3. Look at other companies’ literature for inspiration, and to consider how you can make your literature stand out.
4. For each individual piece of literature (eg a brochure), decide what the literature’s objective is as the basis for producing the content.
5. Consider how the literature will be used: for example, whether it will be in a rack (and only the top showing) or sent by post (so that weight matters).
6. Take into account any legal requirements (eg company details on letterhead stationery).
7. Establish budgets for design and production.
8. Discuss your requirements with a graphic designer and provide a clear brief.
9. Establish corporate design rules - for example, colours, typefaces and logos.
10. Apply corporate design rules consistently across your literature to build a strong image and reduce design costs.
11. Aim for a clean look, with plenty of white space and selective emphasis of key points.
12. Minimise potential updating costs, for example, avoid including prices (which may change) in a brochure intended to have a long life.
13. Assess the impact and overall effect of the completed designs - whether they catch the eye and convey the right image - and proof all documents before going to print.
Do's & Don'ts
Do:
Invest in a professional graphic designer.
Design consistently across all your literature.
Don’t:
Include information that quickly becomes obsolete.
Produce designs which will entail excessive production costs.
Print before checking the proofs.
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