Literature Design Production Outline
Briefly describe the primary audience your materials will address. What are their occupations, ages, education and technical experience? What concerns do they have about your products or services?
What is the primary objective in your message: Image Development, Lead Generation, Direct Response, Technical Information? Is there a need to change and/or challenge current customer perceptions? How much copy do you feel your audience will read, digest and respond to most favorably: Extensive (in-depth), General Company Information, Headlines, Bulleted Highlights or Photo Captions? What style of writing is best suited to convey your information: Technical, Step-by-Step Instructional, Conversational (explanatory). Will photographs or illustrations be needed to help convey information to your audience? If illustrations are needed, will they be: Technical (charts, graphs, etc.), Design Oriented (people, products, etc.)?
How would you like your company to be perceived in the brochure? Is there a new theme or idea that needs to be presented? Will the brochure present an overview of your business, or will it focus on a specific product or service? Will the brochure be used to introduce new products or services?
How will the brochure reach its audience: Personal Presentation, Mailing (a letter will be needed), Trade Show, Distribution with Product or Service? Will the brochure be used as part of a larger personal presentation? Is there a need to insert or group other existing materials with this brochure? Do other communication materials need to be coordinated with this piece (letterhead, business cards, mailing envelope, etc.)? How long do you expect the information in the brochure to be current? Will there need to be periodic updates or revisions to part or all of the brochure's contents?
Thanks to Tim Quinlivan
For inspiration on presenting complex concepts go to The Work of Edward Tufte and Graphic Press