We are suffering increasingly from information overload and as there’s a limit to how much we can take in, the superfluity of facts - both relevant and otherwise - is heightening the need for brevity and clarity, simplicity and relevance in all forms of communication (keeping sentences short unlike this one!) None more so than in the traditional brochure.
Brochure apathy is almost a recognised disease and this brochuritis has spread chiefly because too few examples of the genre do what they’re meant to be doing... they are not concise or clear, not well written or designed to make an impact.
Anything that looks like junk mail usually ends up in the bin.
A good brochure invariably makes its point in the first twenty seconds. If it fails it will be discarded. If it passes the twenty second test but is not read in its entirety, the very least you hope is that it will be kept on file.
