Preparing a brochure or catalog for print: a buyer's checklist

1. Purpose and audience

Decide what the piece must do: introduce your company, present a product range, support a sales meeting, or be handed out at an event. Think about who will read it and where. A brochure handed out at a trade show must make an impression in seconds; a catalog used for ordering must be easy to search and compare. The purpose shapes the format, page count and amount of detail.

2. Format, size and page count

Choose the format with your designer and printer: a single sheet, a folded brochure such as a bi-fold or tri-fold, or a bound booklet or catalog. Each fold type creates panels that are read in a particular order, which affects how content is arranged. Bound documents usually need page counts in multiples of four. Ask your printer for their templates before design starts, so the designer works at the correct size from day one.

3. Finalize the content

Gather and finalize all text before design begins: headings, body copy, product names, specifications, prices, contact details and legal notes. Late text changes are the main cause of extra costs and errors in print projects. If writing is not your strength, a copywriter can create clear, persuasive text. For catalogs, organize product data in a spreadsheet with consistent fields, which makes layout faster and reduces mistakes.

4. Images and graphics

Print needs high-resolution images, usually around 300 pixels per inch at the printed size. Photos copied from websites are typically too small. For products, consider a consistent product photography session so catalog pages look unified. Provide logo files in vector format, and say whether you need diagrams or infographics. Make sure you have rights to every image you supply.

5. Print specifications

Ask your printer for the technical requirements and pass them to the designer:

• Final trim size and fold positions.
• Bleed, usually a few millimeters beyond the trim.
• Safe area where important text must stay.
• Color mode, usually CMYK, and any special colors.
• Paper type and finish, such as matte or gloss.
• File format, usually a print-ready PDF with crop marks.

Designers familiar with print know these terms, but every printer has slightly different settings, so sharing them avoids surprises.

6. Proofing

Before approving files, print the PDF at home at actual size, fold it if relevant and read every word. Check phone numbers, web addresses, prices and product codes carefully; errors here are expensive. Ask someone who did not work on the project to proofread. For large runs or color-critical work, order a printed proof from the printer.

7. Digital version

Many brochures are also shared as PDFs by email or on websites. Ask the designer for a separate screen version with lower file size, RGB colors and clickable links. For catalogs that change often, discuss whether a template can be updated easily for future editions.

8. Allow enough time

Print projects need more time than many buyers expect. Allow for design, at least two review rounds, proofing, printing and delivery. Printers often need several working days, plus extra time for special finishes or bound catalogs. If the brochure is for an event, work backwards from the event date and add a buffer for unexpected delays. Rushed print jobs are where most costly mistakes happen.

Pre-print checklist

• Purpose, audience and distribution planned.
• Format, folds, size and page count agreed with the printer.
• All text final and proofread.
• High-resolution images and vector logos supplied.
• Printer specifications shared with the designer.
• Home print test and, if needed, a printed proof.
• Print and screen versions delivered with source files.

Our brochure design guide and catalog design guide explain how to compare designers and what packages usually include.