1. The first thing to bear in mind is that today most people don't read--they skim (that is why we have bolded some words). The layout should bear this in mind. Important aspects should be emphasized and large blocks of text should be avoided.

2. Spelling and grammar mistakes reflect very badly on your company. With the advent of computerized publishing it is very easy to make last minute changes which can result in mistakes. Make sure to proofread thoroughly right before material goes to print.

3. Make sure to print enough to last until you think you will have to update the material. Reprinting costs much more (especially for small quantities) than if you printed everything during the first run.

4. Integrate the internet with your printed material strategy. If your clients have internet access you can consider putting information that changes frequently on the internet and more stable items in the brochure. For example, we did a brochure for a university department which had very short descriptions of professors' research. Longer versions were put on the internet site we designed resulting in a considerable savings as well as material that can be updated frequently.

5. In Israel we always recommend using designers who's native language is English or English language materials. Good design always relates to the text as well as the aesthetics. Designers who can understand the text will be able to provide more successful solutions.

6. For designs that work call me (Ron) at 04-8227328 or Steve at 09-8859052 or click here to see brochure design examples.