Rachel is a portrait and product photographer based in  North East England. She has been a professional photographer since 2007 and loves working with many local businesses like ourselves to showcase their amazing products and services. We discussed the aspects and importance of photography and the link with printed materials, Rachel says "although I do a lot of browsing on the internet, there is no doubt that a good brochure, leaflet or catalogue is still a popular choice for me, as I like to flick through whilst having a cup of tea" and we couldn´t agree more. Please read Rachel´s Tips below

As a  businesses are always thinking about our digital marketing strategy, which is obviously really important, but what about our non-digital marketing strategy? Isn’t that important too? So, with this in mind, I’ve put together a list of things to consider when planning your non-digital marketing. Here are three points to think about that are based around photography but also how the imagery works with your content and expectations of your printer.

Photography

Having a good range of photography to showcase your product or service is so important. This will give you lots of choice, so you or your designer can select the perfect images to portray the right message in your brochure.

• Give some thought to the aspect ratio - will the imagery need to be short and wide, tall and thin or square? Maybe some of each. So allow some extra space for cropping down the image.

• It’s also good to get few different viewpoints of the subject too. Different angles of the same set up can add interest and be great for choice later on.

• Use close up’s to really show off the finer details, and wider shots to help showcase different parts of your products.

• Save eye catching or dynamic images for the front or back cover as it will grab attention. Pick an image that will make the viewer interested and want to see more.

• Perhaps a portrait of yourself and/or your team will be a great addition to the brochure too.

Content and visuals

Create the all-important information including your logo and business contact details.

• When you have your written content, you can choose the best image to go alongside the text. (this is where all those images come in handy). Using photos with text helps tell your story or explain what your product is, making it simple and clear for the viewer.

• Negative space on your imagery can be a great way to combine text and imagery together. If the image has an area of ‘empty’ space around the main subject it’s a great place to add your logo, details or some content, and it looks really good.

• Does the imagery and text flow and feel consistent throughout the brochure?

Print

• There are templates available to download for flyers and tri fold leaflets on Canva or Word which is fine, but all must be made print ready. When creating something bigger like a brochure make sure you get the layout, pages and correct sizes all with trim lines and bleed to make sure your finished job is professional

• Don’t use images from your smart phone as they’re likely to be too low resolution and look amateurish.

• Printers normally ask for High resolution files 300dpi for the best results- as this represents photographic quality. Printing images that have been downloaded off the web (which is usually 72dpi) can result in really bad results.

So, it might seem there is quite a lot to think about when designing a brochure and it can be a bit daunting, especially if you’re doing it yourself but if you can budget for it I’d always recommend you get a designer, content writer, professional photographer and a great printer involved to help. Not only will it take the stress from you but your marketing materials will look stunning.

If you would like to discuss with Rachel she can be contacted on 

www.rjm-photography.co.uk

LI: rjmphotography

FB: facebook.com/rjmphotographyportraits

T: RJMPhotography




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