Create an out-of-the-ordinary booklet

Though form and function does not necessarily improve the content of your message it can improve the ease with which it is accessed—and design can effect how well it is understood.

A booklet is a miniature book—generally smaller, with fewer pages, and a paper cover. It provides some distinct advantages over a conventional, single-sheet brochure. It is more durable, more in-depth, more accessible—with a table of contents and/or an index. And though it can be used to sell, it often contains something more than selling information—it teaches, explains, offers value or utility. Let's do some booklet brainstorming:

[A] Create a shape that fits—This 8 1/4 by 3 7/8 inch, 24-page booklet is sized to fit a #10 commercial (4 1/8 by 9 1/2 inch) envelope. It is printed in two colors—yellow and black. It is the perfect size and shape to ride along with a cover letter.

[B] Make it informational—A book typically contains editorial information—to entertain or to educate—not to sell. You can do the same by mixing your selling message within the editorial coverage of your subject. If, for example, you are selling car repair services, present a collection of car care tips, if you are selling an HMO, show readers how to find the best services.

[C] Guide the reader—Use subheads and visuals to draw the reader through your booklet. Words and visual cues tell the reader where they are and help them focus on one subject at a time.

[D] Double your image—The small version of this illustration conveys the message it was designed to. The large version is a design element used to echo the idea and add interest to the page.

[E] Be stylistically consistent—Try to stick to one illustration style throughout. Using images from different sources can degenerate into a patchwork.

[F] Include some interaction—For this health maintenance organization, a checklist of questions it recommends patients ask their healthcare providers ads value to the booklet. You might create your own checklist, answer a collection of frequently asked questions, or include a glossary of trade terms.

[G] Make it personal—Including a place to jot down notes makes it more likely your booklet will be kept instead of cast. If the booklets are handed out one at a time, the provider might jot down a note that answers a prospect's question or provide their direct phone number or e-mail address so the prospect can contact them later.

[H] Ask for action—Though your booklet may have an editorial flavor it should always contain a clear call to action. In this case, they are asked to phone, fax, send e-mail, of visit a World Wide Web destination.

[I] Stay out of the ordinary—Adding an extra half-inch to the back cover provides a tab on which to feature the name of your organization, contact information, or in this case, a table of contents.

[J] Create a new shape—Not every booklet has to be a standard size and shape. This one is visually divided into two parts—the top is an advertising coupon, the bottom lays-out the marketing message.

[K] Build on a theme—This booklet uses a children's storybook theme to present the marketing message for each of the participating stores. You might base your theme on the type of products offered, the time of year, or the subject matter of the artwork.

[L] Use icons as prompts—Icons and symbols are not just for Web navigation. On paper, scissors mean to cut something out, a clock means time-sensitivity, a knife and fork means food, and so on. Think of innovative ways to spare words and prompt action with illustrations.

[M] Design around your artwork—If you find a collection of images that work well with your subject matter—design around them. This booklet was designed using these illustrations as the seeds. The typefaces match the bold simple shapes and the background color matches a color pulled from the illustration.

[N] Inside, focus your message with headlines—Let's face it—most of us don't have the time or inclination to read long stretches of advertising copy—certainly not, in this setting. Headlines help you make your point—in this case to bring to mind the activities you might pursue using products from an outdoor outfitter.

[O] Make it legal—No trouble telling what the offer is here—a 20% discount. But, beyond that, be sure your booklet includes the necessary legal details, in this case, for a coupon offer. Does your booklet need a disclaimer of some kind? A copyright notice? A bar code? Trademark credits? A bibliography?

[P] Pull out pieces—You can extend the scope of your illustration by using a draw or paint program to extract a piece of the image and repeating it elsewhere on the layout.

[Q] Plan with the cost in mind—Creating your booklet using standard sizes saves money. A booklet printed on a standard 8 1/2 by 11 inch sheet, folded in half is almost always less expensive than a slightly smaller or larger version. Running any part of the image close to or over the edge of the paper requires a larger sheet of paper that is then trimmed back down to finished size.

[R] Bring the inside out—By now you've probably read about the underlying grid most designers use to create page layouts. How about using pieces of that grid as a part of the design?

[S] Add links to push your Web—If you have a Web site, be sure to push prospects to it. In this case, each page of the booklet includes a “link” to a page of the organization' s Web site where they can find more in-depth, current information.

[T] Find a color scheme—If you are basing your design on a series of stock illustrations or photographs, try using a different color scheme for each section of your booklet based on colors drawn from the illustration. Here, the page on the left matches the color of the grass in the illustration and the page on the right matches the streaks across the mountain.

[U] Use type as design—The typefaces you choose for a layout often have as much visual influence as the illustrations and colors. Using big, bold type elements, like this initial cap, adds the flavor of the type to the design mix.

How can you integrate these parts of a book into your booklet?

Cover and dust jacket
Title page
Copyright page
Dedication
Contents
Foreword
Preface and Acknowledgments
Introduction
List of contributors
Chronology
Chapters
Parts
Subheads
Running heads
Page numbers
Appendix
Notes
Glossary
Bibliography or Reference list
Index
Errata

Sources: Photograph: Illustrations: Clip art from Designer's Club by Dynamic Graphics, www.dgusa.com; Headline font: Franklin Gothic Book Condensed from Adobe Systems, www.adobe.com; Subhead font: Garmond Light Condensed from ITC, www.itcfonts.com