Editorial design: brochures and catalogues that get read

In short: editorial design is the design of multi-page print such as brochures, catalogues and magazines. Whether they get read depends on a few things: a clear grid, an unambiguous hierarchy from headline to caption, enough white space, a consistent visual style and a structure that guides the reader. Binding, page count and paper should be settled early because they shape the layout.

Editorial design is a branch of graphic design, more on the bigger picture in the article professional graphic design. As of October 2026.

Why brochures get put aside

Most brochures don't fail because of content but because of form: pages full of text with no entry point, images without context, every spread designed differently. Readers leaf through, find no anchor and put it aside. Good editorial design does the opposite: it shows on every page what it's about and invites further reading.

The five building blocks

1. The grid

A grid of columns, margins and fixed spacing is the invisible framework. Everything aligns to it: text, images, captions, page numbers. The result looks calm even when pages are filled very differently. And a later issue or supplement can be designed in the same style.

2. The hierarchy

Readers must see at a glance what matters: headline, standfirst, subheadings, text, caption, quote. Each level has a fixed type size and weight. Many people first read a brochure only through headlines, images and captions. That level must therefore tell the story on its own. More on choosing type in the article typography.

3. White space

Empty space isn't wasted. It gives the eye a rest, separates topics and lets important things stand out. A page where every centimetre is filled feels tiring and cheap, however good the content. If space runs short, the text is usually too long, not the page too small.

4. Visual style

Images help decide whether someone reads a page. What matters is a consistent line: similar colour mood, similar style, real photos from your business instead of interchangeable stock images. One large, strong image per spread usually works better than six small ones. And every image needs sufficient resolution for print.

5. The narrative

A brochure is a sequence. The cover sparks interest, the first pages say what it's about, the middle delivers details, the end says what the reader should do now, with contact, a named person or a QR code to the right page. Catalogues add a table of contents, an index or colour coding so that people find what they're looking for quickly. How to use QR codes sensibly is covered in the article QR codes in advertising.

Brochure, catalogue, magazine: the differences

• Image brochure: introduces the business, relies on images and short texts, is often leafed through from front to back.
• Catalogue: is used for reference. Order, repetition and quick finding matter more than variety.
• Magazine or customer newsletter: appears regularly. A fixed design system saves work on every issue and creates recognition.
• Annual report: combines text, figures and graphics. Tables and charts need their own clear design.

Clarify before printing

• Format and binding: with the common saddle stitching, i.e. staples in the fold, the page count must be divisible by four because each folded sheet produces four pages. Thick catalogues need a different binding, which in turn needs space in the gutter.
• Paper: coated paper makes images look more brilliant, uncoated paper feels more natural and is easier to write on. A paper sample beforehand helps decide.
• Print data: bleed, image resolution, colour profile and embedded fonts according to the printer's specifications.
• Digital version: the brochure is often also emailed as a PDF or offered on the website. A separate, lighter file pays off for that.

An example

The case is constructed, but typical. A joinery business wants a brochure for trade fairs and its showroom. The office's first draft has 20 pages, each full of text about materials and machines. The revised version has 12 pages: on each spread a large photo of a finished project, a headline naming the benefit, three short paragraphs and a caption with the key facts. At the end a page with the process, a contact person and a QR code to the website. Less text, more gets read.

Our view

Many businesses underestimate how much design decides a brochure's success, and overestimate how much text readers take in. Our advice: first decide what the reader should do at the end, then plan the page count, then write, and only then design. Editorial design is part of our design services, more under services. If the brochure is part of a new look, the article what does a corporate design achieve? helps.

Checklist: your brochure

• Is it clear what the reader should do at the end?
• Do headlines, images and captions tell the story on their own?
• Do all pages follow the same grid?
• Is there enough white space, or is every page full?
• Do the images fit together, and are they print-ready?
• Are binding, page count and paper agreed with the printer?
• Is there a light PDF version for email and website?

Frequently asked questions

What is editorial design?

Editorial design is the design of multi-page publications such as brochures, catalogues, magazines, staff newsletters or annual reports. It arranges text, images and graphics across many pages so that they are easy to read, look consistent and guide the reader through the content.

What is a layout grid?

A grid is an invisible system of columns, margins and spacing that all elements on all pages align to. It makes a publication look calm and orderly and makes it easier to design new pages or later issues in the same style.

What do I need to consider about the page count of a brochure?

With the common saddle stitching, i.e. staples in the fold, the page count must be divisible by four because each folded sheet produces four pages. Other bindings have other rules. So clarify binding and page count with the printer early, before the layout is fixed.