Booklet printing is different from all the other marketing collateral because it contains a lot of information in a very small package. What makes custom printed booklets especially attractive is that people actually read and keep them for later reference. They are handy, useful, and low cost for the marketer. If you are thinking of including booklet printing as part of your marketing arsenal, keep the following facts in mind:
People read. In any design project, it always follows that function is ahead of form. This means that your design should work in the context of your content. This is especially true if you are working on booklet printing because it contains textual content - lots of it. If your customers cannot make heads or tails of what you have written in your content, your marketing collateral is worth nothing even with the most awe-inspiring design.
Typography should then be considered a design element, and as such, your design person should strive for readability at its maximum. There is such a thing as too much content. Although print booklets should strive to provide an optimum amount of information, too much of it can also overwhelm your readers. If you feel that your print booklet's pages seem to have too much information, evaluate which are necessary and get rid of anything that may clutter your overall appearance. Always remember that less is more.
The key to any good design is to work and stick with the grids you have set up in your booklet printing. The grids provide the balance and consistency in any design. For a standard set, start with a 3-column setup. Also the font has a voice and it sets the tone of your overall design. Your choice of typography says a lot of what kind of voice you would want your print collateral to have. The fonts you use the most provide the means to communicate your message, so choose them wisely. Do not pick the first one you see; and do not settle for something that you think is nice but does not do justice to your message. It can take a while to get the right font, but when you do, you are most likely to achieve the goal you have set out for your marketing campaign.
As important as your content is, so too your choice of graphics. Your photos and images provide emphasis to your message and it is important to demand high quality. A good picture can lend a helping hand to increase the impact of your content.