Start with the publication’s purpose
The first decision is not the colour palette, page size or software. It is the role the publication needs to play. A brochure may introduce an organisation, explain a service, present a project, provide information about a place or support a specific communication moment. An editorial document may need to organise a larger amount of content into a readable and coherent publication.
The purpose affects every later choice. A short brochure intended for quick consultation needs a different structure from a publication that people will read in detail. A document for print may require different preparation from a digital PDF. If the purpose remains unclear, design decisions can become decorative rather than useful.
Before contacting a designer, describe what the reader should understand after using the publication. That statement can be simple, but it should identify the subject, audience and context. It also helps separate essential information from material that may be useful but not necessary.
A publication should be designed around the information it needs to communicate, not around a format chosen in isolation.
Questions that define the assignment
What is the publication for? Who will read it? Where will it be distributed or viewed? What information must be easy to find? Will it be used once or updated over time?
- Purpose
Define whether the document needs to inform, introduce, explain, present or support a particular communication activity. - Audience
Consider the reader’s familiarity with the subject, the time available and the level of detail required. - Use
Clarify whether the final piece will be printed, shared digitally, used in person or adapted for more than one context.
Understand what editorial design contributes
Editorial design gives structure to written and visual material. It determines how content is ordered, how sections relate to one another and how readers move through the publication. It also establishes a visual system for typography, spacing, images, captions, headings and other recurring elements.
This is different from simply making a document look attractive. A strong visual treatment can support comprehension, but appearance alone cannot compensate for unclear or incomplete content. The designer needs enough information to identify hierarchy: what should be noticed first, what needs explanation and what can remain secondary.
Editorial design is especially relevant when a publication contains several types of information. Text, photographs, diagrams, quotations, captions and practical details may all need to coexist without competing for attention. The design creates relationships between them, making the document easier to scan and read.
Good editorial design makes the structure of information visible.
The elements that need to work together
Typography, page composition, image selection, spacing, headings, captions and navigation should support the same reading experience. Changing one element can affect the balance of the whole publication.
- Hierarchy
Readers should be able to distinguish titles, sections, supporting information and practical details. - Consistency
Repeated elements should follow a recognisable system rather than changing from page to page without purpose. - Readability
Text size, line length, contrast, spacing and page density all affect how comfortably the material can be read.
Decide what the brochure needs to do
Brochures often have limited space, which makes selection more important. A brochure cannot explain everything about an organisation or project. It needs a clear priority and a structure that allows the reader to understand the essential information without searching through unnecessary detail.
The designer can help shape the relationship between content and space, but the publication still depends on a clear brief and usable source material. If the text is too long, the images are missing or the important information has not been identified, the design process may become a series of compromises. Reducing content at the end can also affect the balance of the pages.
A brochure may be organised around a short introduction, key information, supporting images and a practical next step. The exact arrangement depends on the subject. The important point is that every section should have a reason to be present and a clear connection to the reader’s needs.
Limited space makes editorial decisions more important, not less.
Separate essential content from optional content
Identify the information that must appear, the material that helps explain it and the additions that can be removed if space or readability becomes a problem.
- Core message
State the main idea or offer in language that can be understood without relying on visual styling. - Supporting information
Include details that help the reader interpret, compare or use the main message. - Practical details
Make contact information, location, dates or other necessary actions easy to locate when they are relevant to the publication.
Compare different ways to produce the publication
There is no single correct way to create an editorial document or brochure. An organisation may produce it internally, use a general design service, hire a specialist for editorial work or combine internal knowledge with external design support. The appropriate option depends on the complexity of the material, the available time and the level of consistency required.
Internal production can work for a short and stable document when someone has the necessary design and editing skills. It may offer direct access to the organisation’s information, but it also requires time for structure, layout, revisions and final preparation. A general design service may suit a straightforward piece, while a publication with substantial text, multiple sections or repeated formats may benefit from stronger editorial experience.
A specialist approach can be useful when the main challenge is not only visual presentation but also the organisation of information. It may involve more attention to hierarchy, page rhythm, image use and the relationship between content and format. That does not make it automatically appropriate for every project. The right choice depends on what the document needs to achieve.
Compare the production approach with the complexity of the publication, rather than choosing by style alone.
Tradeoffs to consider
Internal production may provide direct control but require more staff time. External support may bring design experience but depends on clear communication and reliable source material. A mixed approach can keep subject knowledge inside the organisation while assigning structure and visual development to a designer.
- Simple, stable document
Internal production may be suitable when the content, format and future use are limited. - Text-heavy or multi-section publication
More editorial attention may be needed to manage hierarchy, pacing and readability. - Repeated or adaptable publication
Ask how future updates, related pieces or different formats will be handled before choosing the production method.
Assess proposals beyond the visual sample
A portfolio can show whether a designer works comfortably with the type of visual language you prefer, but it does not answer every practical question. Ask how the designer approaches content, what information is needed before work begins and how the final files will be prepared for their intended use.
The proposal should make the scope understandable. It should distinguish the main design work from optional additions and explain what the client needs to provide. You should also clarify how changes are handled, which formats will be delivered and whether the publication is expected to be ready for print, digital sharing or both.
Price is relevant, but it should be compared with the work included. Two proposals may appear similar while covering different levels of editorial development, image preparation, adaptation or final-file preparation. A lower price may be appropriate for a limited task; it may also leave important work outside the scope.
A fair comparison requires knowing what the proposal includes, what it excludes and what the final publication must be ready to do.
Useful questions for a potential designer
How will the content be structured? What source material is required? Which formats will be delivered? Is the document prepared for print, digital use or both? How are revisions and adaptations handled?
- Scope
Check whether the proposal covers content organisation, page design, image treatment, adaptations and final preparation. - Inputs
Clarify who supplies text, photographs, logos, brand guidelines and other source material. - Deliverables
Confirm the file types and versions needed for the actual publishing or distribution context. - Future use
Discuss whether the publication may need updates, translations or related pieces later.
Pay attention to production and maintenance
The design is not finished when the pages look complete on screen. A publication intended for print may need technical preparation different from a PDF shared online. Images, fonts, colour handling, page dimensions and file settings can affect the final result. The exact requirements depend on the intended production method and should be confirmed before delivery.
Future maintenance also matters. Some documents are created for a single occasion; others need regular changes. If dates, prices, programmes, contact details or other practical information may change, ask how updates will be made. A design that is difficult to revise can create unnecessary work later.
If the publication will appear in more than one language or format, that should be considered early. Text length can change the composition, and a layout that works in one version may need adjustment in another. Treating adaptations as an afterthought can affect readability and consistency.
Future changes and alternate formats should be part of the brief when they are foreseeable.
A final check before delivery
Review the publication in the context where people will use it. For print, inspect the prepared files according to the printer’s requirements. For digital use, check readability, navigation and how the document appears on the relevant screen.
- Content accuracy
Check names, dates, contact details, captions and other practical information. - Visual consistency
Look for unexpected changes in typography, spacing, image treatment or page hierarchy. - Technical suitability
Confirm that the delivered files match the planned use and can be opened or produced as required.
A practical decision before hiring
The clearest way to assess editorial or brochure design support is to describe the publication before comparing providers. Set out the purpose, audience, content, format, expected use and any future adaptations. You do not need to solve every design decision in advance. You do need to make the communication task clear enough for different proposals to be compared fairly.
Then assess the designer’s approach as well as the visual result. Look for evidence that the work can organise information, maintain readability and respond to the intended context. Ask what the process includes, what you need to supply and what will be delivered at the end.
Adrian Godoy provides editorial and brochure design as part of a wider content and communication practice, alongside photography, videography, content creation and social media support. The relevant starting point is the publication itself: what it needs to communicate, how it will be used and which combination of design or content support fits the project.
A good hiring decision connects the publication’s purpose, the designer’s method and the practical conditions of use.
A concise brief to take into a conversation
Describe the subject, intended reader, purpose, approximate scope, available content, required format, planned distribution and any foreseeable updates or adaptations. This gives the designer enough context to discuss an appropriate approach.
Frequently asked questions
These questions can help clarify the decision before commissioning editorial or brochure design.
The right service depends on the publication’s information, audience and use.
What is the difference between editorial design and brochure design?
Editorial design usually concerns the organisation and visual presentation of content across a publication, while brochure design often focuses on a shorter document with a specific communication purpose. The two can overlap, especially when a brochure contains substantial information.
Should the text be finished before hiring a designer?
The designer needs enough content to understand the publication’s scope and hierarchy. The exact level of completion depends on the project, but major changes to the text late in the process can affect the layout and require additional work.
What should be included in a brochure design brief?
Include the purpose, audience, essential information, available images or brand material, intended format, distribution context and any practical details that must be easy to find.
Is editorial design only for printed publications?
No. Editorial principles can also support digital documents. The layout still needs to account for readability, navigation, screen use and the way people will access the material.
Can the same design be used for more than one language?
A visual system can often support different language versions, but the layout may need adjustment because translated text can take more or less space. This should be considered during the initial planning.
