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Brochures: Tips on Using Color

The vast majority of people scan brochures. Color can be a crucial marketing tool in emphasizing text, usually much more effectively than italics or underlines.
The smaller the text, the less vivid a color shade can be and still be readable. That's crucial since the whole point of color is to emphasize so that it can be read at a glance.
Use an accent color to connect the dots of your marketing message.

If someone who scans your brochure only reads the words that are highlighted, will it convey the bare bones of what you want to communicate to your customer?

Shades of red are very popular and effective accent colors. Because they're so commonly used, it's often cheaper to have brochures printed using certain shades of red. Work with your local printer in choosing specific colors for your brochure.
Avoid using yellow text in brochures. It's almost readable. Certain shades can work as backgrounds, but not for text. Exceptions: Large type or single words. Even then, choose the exact shade with care. Better yet, modify it toward a chartreuse. Anything but "plain yellow."
If you use colors as a background for text, use light tints only. Be aware that what you see on your computer screen will be noticeably darker when in print.

Consider using an accent color for: headings, coupon codes, website URL, toll-free numbers, brand names, key benefits of product.
Your logo is an element of your marketing. It belongs on your brochure. If you haven't yet developed a logo, choose colors that can be used throughout your brochure in headings and highlighted text as well as your logo. This strategy can save on printing costs.
Two basic types of brochure paper are coated and uncoated. The same color printed on coated paper will look different when printed on uncoated paper. An alternative is choosing paper that gives the illusion of the texture while physically having a smooth finish.
The color of the paper can have a big effect on the ink color. That's because ink isn't opaque. Lighter shades of ink and darker shades of paper can give you a very diferent result than what you wanted.
When printing with custom colors, save money by coordinating brochure printing with other marketing materials such as business cards, letterheads, envelopes, and newsletters.

Certain shades of red and blue are standard with most printers. You can save on printing costs by using a standard ink color rather than a custom one.

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