Bank brochures : layout and effectivity

Abstract

This dissertation studies the layout and the design elements used in nine bank brochures promoting financial schemes for youths. It determines whether the brochures' design appeals to the clients. The study is qualitative since it looks at the banks' and advertising agencies' intentions when designing these brochures. It also · looks at the clients' needs arid how these were reflected in the brochures' layout.

The literature review looks at general design elements as applied to brochure production. The most important points a designer has to keep in mind when designing a brochure are a sense of balance, contrast, harmony, and rhythm, the use of informative visuals, good application of colour, and legibility. The marketing managers of Bank Of Valletta and Mid-Med Bank were interviewed on the marketing aspect of brochures and their layout. They were asked how decisions on the design elements that constituted the brochures were taken. The advertising agents were asked what were the most salient factors when planning and creating these brochures, and how they adapted their ideas to the target market. The design elements of the brochures were then listed in detail and categorized in tables according to their positioning. The study concludes that most of the time important design theories were adhered to. Some elements deviated from what the literature review stated, but generally, the brochures reflected the banks' philosophy, and projected the banks' intentions in appealing to the wants and needs of the audience.