Podcast: Create a brochure for your art

Think you might need a brochure? Maybe you do, maybe you don’t. Today’s podcast tells you how to know and how to do it right.


Click on the brochure cover at left to see a good example of an artist’s brochure from David Castle. (Four-page PDF file, 668 KB)

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9 comments to Podcast: Create a brochure for your art

  • I use brochures to promote my portraiture to that niche market. You can get a lot of information and images in that format. One mistake I made when making my first brochure, however, was including a full price list. As time went by my prices increased, making the brochures unusable. A better way is to tuck a small piece of paper inside the folded brochure with that information on it.

  • One sort of artist who can profit through through using a brochure is the portrait artist who works to commission. Obviously the images used are ones which illustrate both style and the sort of portrait that the artist can do. Nicole Caulfield has recently been sorting out new marketing material and has produced both a brochure and a blurb brochure for her potential portrait clients. You can read about her blurb book in her BLURB post dated 25th November 2008 on her blog (http://nicolecaulfieldfineart.blogspot.com) You can also see her brochure in the side bar of her blog or on Blurb http://www.blurb.com/books/441091. She’s made it the baseline price in case any other artists wanted to see a sample of what gets produced by Blurb. Note though the comments about photography in her blog post!

  • This is exactly what I am working on this month! Thank you for the great ideas and especially attaching David Castle’s brochure. I was only going to do a L.E. print brochure/catalog. Now I’ve changed my mind and will combine it with my originals. Thanks again! Lisa Palombo http://www.lisapalombo.com

  • I have used brochures for about six years now. A couple of things I’ve learned is never include prices in the body of the brochure or as an attachment. People keep these things for years and pass them around to friends. Your prices from five years ago will come back to haunt you. Another thing I do is hand out two or more business cards and brochures to each customer. They pass them on to friends. Since I hand out about 2000+ brochures per year it is necessary to keep the price low. Buy a good program that lets you create and modify your brochures easily using your own photography. You have the option then of printing in black and white or color. B&L will cost about .27 cents per copy. Color about $1.25. (Use good quality paper.) You can easily spend several times this amount on a multi page brochure. Unless you are only doing a few, keep the cost per unit low. Make sure there is positive return on your investment. Brochures take up less than 3% of my advertising budget and return up to 65% of my commission work. Have several different brochures of you work available to meet the taste of the venue or client you are working with. Keep it simple. Contact info first and foremost including your website address. The first column should read like a newspaper ad–simple with lots of white space and a killer picture for a hook. I add up to 11 pictures on a single 8×11 double sided, three column brochure and still have plenty of room. I don’t include maps since my web site has one on it. I don’t include prices for the above reasons and also because I want them to call me so I can start up a one on one relationship ASAP. The biggest problem with brochures–I hate folding the damn things. Art Hilger

  • Very timely, and thanks for including the example. I just happened upon an artist’s pdf. file brochure in his website, and it had me laughing in stitches – very humorous. So, my path will be to create one, but probably very topical, and then post it at my sites. The Blurb, Lulu or My Pub. would follow later (although I doubt that the format would transfer – it would need to be redone). The gallery just wrote saying they were cutting advertising costs this year. Back on us, now, but we need to keep the expenses down, huh?

  • Ah, the good old debate about whether or not to include pricing… I rarely say “never” about anything. Like most marketing campaigns, the decision to include pricing in my brochure was easily made by considering the purpose and audience for this catalog piece. My catalog was a seasonal, “Holiday” piece targeted towards folks on my regular mailing list – they want to know pricing. And, I really wanted to empower them with enough info to potentially impact their holiday buying decisions – why create a barrier and force them to call me to inquire? For fine art, I’m also not worried about people keeping out-dated brochures for years – I hope they do! My pricing changes rarely and, if it has, I’m fine with discussing that with folks. Next time I create a special Holiday catalog like this, I’ll probably go ahead and make it 8 pages rather than 6 – the minimal cost and effort difference will be worth 2 more pages of content.

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  • […] you’re promoting a new body of work, a new project, new idea, or sale, spell it out in a mailer. When done properly, these aren’t inexpensive, but you don’t need to send them to your entire […]