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How quick and clear does the design of a brochure really have to be?
by Andy Attiliis

Maybe if we're sure it will be kept around longer than an ad, the design can afford to be more creative in a fine art sort of way. Not so obvious, you know. Maybe headlines can be laid back so that big beautiful graphics and splashes of color will dominate the format as if on a new canvas. Maybe, just this once, a design can be so new and fresh it doesn't have to utilize existing brand recognition.
         Be careful of wonderfully wishful creative thinking. All of the above could be nice if the client agrees that a brochure doesn't have to communicate. That it is okay to interrupt existing brand momentum, eventhough it takes at least 30 impressions to get anyone to remember us. Responsible creative design must spring forth from sound information and past effort to be effective. It should always work hard to discover and conform to the unique parameters of each situation.


Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.
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