Shown here is an example of how you might use overprinting to achieve the effect of a third color. The color PMS 299 and PMS 233 overlap, producing a third color similar to PMS 268.

• Content Is Important - Successful newsletters provide interesting content for their readers, in addition to product information from the newsletter provider.
• Color Draws the Eye - Use multiple colors of ink to draw attention to important articles and information. Two-color newsletters are very effective, and full-color newsletters are gaining popularity.
• Pull Quotes Create Interest - Pull quotes create interest and increase the likelihood that an article will be read. These quotes are taken directly from the article and focus on interesting, key points.
• Good Design Provides More Room for Copy - A well-planned and designed newsletter can contain 20% to 30% more content than a casually designed newsletter. Seeking advice from professional graphic artists is often profitable. They can help design an effective template for your future use.
• Good Back Page Design Is Important - An estimated 15% of readers start reading at the back page of a newsletter and work their way to the front page.

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Depending on what type of message or meaning you wish to convey, the color combinations you choose can support, emphasize, or contradict your message. Color stimulates the senses, symbolizes abstract concepts and thoughts, expresses fantasy or wish fulfillment, and produces an aesthetic or emotional response.

According to the Institute for Color Research, humans make a subconscious judgment about a person, environment, or item within 90 seconds of initial viewing, and the majority of that assessment is based on color alone. Because color delivers an instant impression that is generally understood universally, color is very important in conveying a mood or idea where verbiage is not used or understood.

The power of color combinations can also be seen on many levels of marketing communication, including corporate identification and logos, signage, television ads, billboards, print media and packaging, online web sites, and on point-of-purchase displays.

• Red: Exciting, energizing, sexy, hot, dynamic, stimulating, provocative, aggressive, powerful
• Bright Pink: Happy, attention-getting, youthful, spirited, fun, wild
• Light Pink: Romantic, soft, sweet, tender, cute, babies
• Orange: Fun, childlike, harvest, juicy, friendly, loud
• Beige: Classic, sandy, earthy, natural, soft
• Brown: Wholesome, warm, woodsy, rustic, durable, masculine
• Purple: Royalty, powerful, expensive
• Light Blue: Calm, quiet, peaceful, cool, water, clean
• Bright Blue: Electric, vibrant, stirring, dramatic
• Bright Yellow: Enlightening, sunshine, cheerful, friendly, energy, happy
• Black: Powerful, elegant, mysterious, bold, classic, magical, nighttime
• Silver: Classic, cool, money, valuable, futuristic
• Gold: Warm, opulent, expensive, radiant, valuable, prestigious

Brochures fall into two broad categories — those that introduce a new product or service to a likely customer and those that turn an already interested customer into a buyer.

Full color is more costly but is justified if the product or service you are offering needs color to show its features. For example, a wallpaper brochure or a brochure of knitwear would not work effectively in anything other than full color. Another reason for using full color may be to compete head-on with a rival’s color brochure.

Using two or even three colors is a cheaper alternative to full color and can be quite effective, especially if part of the brochure is printed in a screened color that lightens the tone and gives the effect of another color.

A limited use of color can look more sophisticated than bold colors. You might also consider using full color in only part of a brochure, or you might try using colored paper — although that is quite tricky to do well.

1. Being concerned with the looks, but forgetting the sales objective.
2. Giving the printer poor artwork, but expecting excellent results.
3. Forgetting to emphasize the unique selling proposition of your business.
4. Omitting (or hiding) prices if they are critical to the reader’s decision-making.
5. Printing too many brochures with details that date too quickly.
6. Giving insufficient thought to how the brochure should best be distributed.
7. Using text on the brochure that is too small to read easily.
8. Including poor-quality or inappropriate illustrations.
9. Allowing a fussy or complex design to distract from the key selling message.
10. Forgetting to monitor the response (as with any other type of advertising).