This is the most important rule of all and, curiously, one that is little followed. The cover of a brochure works like a headline of a print ad. Four out of five people never get beyond it. Develop a theme for your marketing plan and carry it throughout your ad campaign. Use a single illustration on the cover.
Research suggests that one large illustration is more effective than several small ones.
Illustrations with story appeal that involve the reader add impact. Select pictures that tell a story. The right photographs can often express your positioning better than words. Always caption photographs. Next to the cover, captions are the best-read element of any brochure.