Tips on brochure design for display stands

Visitor brochures are one of the most powerful tools for influencing travel decisions during a visitor’s trip. They are intentionally chosen, trusted by 98% of travellers, and held throughout the journey by 87% of users—transforming curiosity into visits, bookings, and purchases. Importantly, brochures are often the first point of discovery. Visitors don’t search online for what they don’t yet know about—before they click, they often pick a brochure, map or guide. Print captures attention, then drives digital engagement. But not all brochures deliver the same results. The difference often comes down to how they’re designed.

Here are practical tips from our members to help ensure your brochure doesn’t just get picked up—but picked first:

Know your audience—and speak directly to them. Who are you trying to influence? Couples? Families? Adventure seekers? Culture lovers? Make sure your brochure connects with your target audience from the first glance, using tone, imagery, and offers that appeal directly to them.
Invest in professional design and print. High-quality design and print signals high-quality experiences. A well-crafted brochure reflects positively on your business—and often pays for itself through increased conversions.
Lead with what makes you unique. Put your key selling point front and centre. Whether it’s a breathtaking view, one-of-a-kind experience, or unbeatable value—visitors need to see it right away.
Think like a visitor at the rack. Your brochure will sit beside dozens of others. Visit display locations and study the environment. Make sure your design stands out—especially the top third, which is typically the only part visible in the rack. This is where your lead message and call to action must shine.
Remove uncertainty. Include all the details a visitor needs to decide to visit or buy: opening hours, seasonal closures, prices or price ranges, accepted payment cards, and anything else they might wonder. Unanswered questions can lead to hesitation—and lost business.
Be clear and easy to scan. Use headings, short paragraphs, bullet points, and image captions to help visitors digest information quickly. Busy travellers don’t have time to read long blocks of text.
Make it easy to find you. Include a mini-map, clear directions, GPS coordinates, and helpful landmarks. If your location isn’t immediately obvious, make getting there part of the appeal.
Use high-quality images—always. People remember what they see more than what they read. Good visuals grab attention and convey atmosphere instantly. Poor images do the opposite—they unsell your offer.
Include all contact options. Visitors may want to call, email, or explore your website. Include them all. A QR code can be useful too—especially if it links to a page that helps visitors plan or book. The best brochures bridge the gap between print and digital.
Use the right paper and print enough. Flimsy paper can sag in the racks, obscuring your message. A standard-size, good-quality brochure fits neatly, stands proudly, and gets picked up more. Print enough to last. Longer print runs often offer better value, especially if your message doesn’t change seasonally.
Avoid overly thick or complex formats. Bulky brochures take up more space in a rack, and fewer can be displayed at a time. They’re also harder for visitors to carry. Simple, standard sizes work best.
Pack with care. Speak with your professional brochure distributor about how to pack your brochures for efficient, waste-free distribution. The right box size, weight, and layout make a real difference.

Final thought: Always use a professional brochure distributor. Our members are experts in visitor information—they know the habits of travellers, understand how racks work, and can help ensure your brochures are placed where they matter most. And remember: brochures don’t interrupt—they invite. Visitors pick them up by choice. Before they click, they pick. Make sure it’s yours.