event brochure designs
November 28, 2017

How to make event brochures

Getting excited because the big event is coming up soon? No, we’re not talking about your wedding, we’re talking about the business event you wanted to attend for so long?! How about the one that you are organizing yourself? Now I have a question for you. Especially if you are part of the organizing team; how do you make sure you promote it the proper way? Of course, there are tons of different methods and instruments that can work to your advantage, but we are gathered here today to talk about event brochures.

While most people associate brochures with traveling, that is not necessarily a bad thing. It is proven that people who consulted a brochure before taking a trip are more likely to report a higher level of satisfaction. After all, people like to know what to expect; because they like to be prepared. Moreover, the bond that they establish with the location of the destination before their trip is higher; thus, they are more involved.

And if you thought the experience and interaction with the brochure end when the actual trip is over, you couldn’t be more wrong. People like to constantly check on it to verify certain information during and even after the trip; especially when recommending it to their friends. If we’re looking at the bigger picture, events are very similar to trips.

Isn’t that the whole purpose of events, to take the customer into a certain “place and time” where they can establish certain connections, learn more and make memories?!

After all; that is what most of us want, for our customers to keep going back to us over and over again and relate to us as much as possible. Now that we’ve established the importance of event brochures, them being digital or not; let’s take it step by step and point out what are the must include elements of an ideal event brochure concept and design.

Name. Date. Headline.

booklet example

Whenever you go out (a party, a gathering, or whatever it is) and you meet new people, the first thing you do, is introducing yourself to everybody. You present yourself and then start mingling. The same thing applies to an event brochure. Think about it, this brochure will come in contact with lots of people. Some might know you or have heard of you; but at the same time, some might not be up to date.

It is extremely important to introduce yourself the proper way. After all, it is the polite thing to do, right? Every event brochure design should highlight a few basic things. The person who is reading your event leaflet should have no problem noticing the name of the event, the date and the headline (if there is one).

Location, location, location!

event brochure location

That’s right! Nobody wants to feel lost. Not on a trip, nor in life, much less in marketing. It’s a bit extreme, but the main point is that people like to be anchored to places. If you think about it; all stories start with “Remember when we were in {insert location}, and we did {insert activity}”. That is how people’s minds work.

And you want to work with their minds, not against them. You have to follow their flow of thinking.

How about check-ins or location tags. You should definitely try and make sure that the location is listed or pointed out in a pretty obvious way. Whether it is a picture of the location, the exact address or a pin on a map, just make sure it is noticeable and easy to remember. Also; if your event requires different organizational instructions (like where to enter the building in order to get to your seat the easiest way) it is very helpful to illustrate the venue itself.

Logo of the event

logo of the event

If your event has a logo, take advantage of it and use it wisely. Think about the Olympic Games, Tedx, Le Tour de France, Untold Festival and so on. What do all these have in common? They are all events that have been identifying themselves with their logos for years and years. If your event doesn’t have a logo, I’m sure your company does. Of course; you don’t have to include it if you really don’t want to, but let me tell you a little secret.

In a race between written and visual information, the second one wins hands down. Every time! Every single time!

Moreover, it is proven that 93% of our human interactions and communication are visual. Our brain was built to process pictures and visuals 60,000 times faster than any written information. It’s the way we were meant to function. So why go against nature? Use all your weapons in order to win them over. Need I say that there’s a better chance that people will recall it better with the help of a logo? I think I’ve made my point.

Conditions of participation

conditions of participation

Any event brochure design should include details regarding the price of the tickets, fees or conditions of participation. The price of the tickets or any other expenses that the participant would be demanded to give.

Moreover; if you are using an event brochure template or if you’re taking a look at other event brochure examples looking for inspiration of how to personalize the look of it, you will see that some of them mention deadlines. This could also refer to the date and time of when the tickets are going be on sale, instructions of how to purchase them or an incentive that will make people wanna purchase them as soon as possible.

Examples of event brochure design inspiration often include lines like “Don’t miss out on…”, “Apply before…”; or other similar lines that intrigue and try to pile out the sense of urgency in the potential participants.

Event brochures editions

When confronted with a new experience, and by new, I mean something that is not necessarily a premiere; but it is new for that specific person, people like to check on it first. It’s like checking somebody’s profile before you ask them out on a date, or like looking at the trailer, scores, and reviews before watching a movie.

Think about it; if you’re about to attend an event, you are probably gonna look into it before you actually apply to participate. A well-structured event brochure design should mention any other previous editions so that people can relate to them.

Also, having a history will definitely make people trust the potential of your event even more. If you don’t want to mention any of the other anterior editions, you can at least specify the number of the edition your event has reached.

Event program timetable

event program timetable

You probably saw this coming, but we do highly recommend that the program of the event be included in the brochure design. This section usually takes a big part of the brochure design and it has to be well structured. It’s like reading a map. You expect to get specific directions in order to get to your destination. Or like a menu in a restaurant. Very informative, on point and clear-cut. You order this, it costs this much.

The programs usually take the form of a table, but that doesn’t mean that it shouldn’t be interesting. Use colors, icons, shapes and other special design tricks to make it less boring. This is the part of your event brochure in which a good design will give that little twist to a very informative section.


speakers to an event

Depending on what is the main point of your event, we recommend you include them in your brochure design. If you are organizing a conference, you can try to put the focus on a certain speaker. If your event is targeting car enthusiasts; maybe you can hook them with a couple of revolutionary names of the industry, or an important person from a certain car brand. Whatever your intention is with this event, names make it more personal.

Also, these speakers of the industry, “celebrities” or innovators might attract a different audience than anticipated. For instance, your speakers might change from one edition to the other and that is perfectly fine.

This gives you the opportunity to keep reinventing your event. The main idea is to take advantage of what your speakers have to offer. Knowledge, recognition and fan base.

Organization and sponsorship

organizational tips

A few words about the organizer of the event might be worth mentioning. If you are well known in the industry, mention just a few interesting or funny facts about you. If you are still making a name for yourself, try to offer a descriptive, yet brief introduction. Don’t go overboard; nobody wants to know all the details as long as you give them the main storyline.

Likewise; if you organized a similar event before or you were part of a similar event in the past, it might be worth mentioning. It’s like the authors choose to mention their previous books or bestsellers. Also, if you are not the only one involved in the organization of this event; the names of the partners or sponsors should be pointed out.

Use their logos to your advantage. Also, if they are part of the reason why the event is actually taking place, including them in your event brochure is kind of a must, as expressing your gratitude towards them by giving them credit.

Having said all this, you might have formed a pretty good idea of what an ideal event brochure design should contain and look like. Even though these are some guidelines that we consider worth including; you can work around them and include what you think it’s important and appropriate for your event.

Always keep in mind to personalize your event brochure design and content to your needs in order to put your event in the spotlight.