How to create a winning brochure:
1. First, bring it into focus. Define your purpose. What do you want to say? Who do you want to say it to? What should the brochure accomplish?
2. Do you want to look like an expert in technology, in making money, or as if your place is a fun place? This "look" will determine how the copy is written--whether the style is breezy, intellectual, matter-of-fact, or any of a wide range of possibilities.
3. Choose paper that supports the look you're trying to create. If you want an elegant look, perhaps slick paper won't work, but if you want it to look as if what's happening is happening at your place, perhaps it will.
4. Do you need to use full color? This too depends on the look you want to create. If you're a travel company, full color is probably necessary, but if you're a financial company, the seriousness of black and gray with silver accents might say it better.