Keep any and all information that might be subject to frequent changes out of your brochure. This especially applies to a price list. Do not include a price list in your brochure if you cannot commit to honoring the prices as stated. There's nothing worse than printing a brochure with a price list, then in two weeks you decide that you have to raise one or more prices. This cannot lead to immediate bad will with new customers. If there's any doubt: Put a separate insert in your brochure specifically for prices.

Colors:

1) This issue cannot be emphasized enough: It is very important that you understand that certain rich/vibrant colors (see image below) cannot be correctly printed by the Process Color system used to professionally print full-color brochures. Failure to understand this concept is the #1 problem/misunderstanding that can lead to costly reprints

Vibrant colors viewed on computer monitor	Same vibrant colors when professionally printed out.

The solution: Avoid using rich/vibrant blues, greens and purples in your brochure

2) Do you need to have an absolutely perfect, exact match for one or more colors...such as a corporate logo? If so, you are asking for trouble if you have this printed in the standard full-color processing printing process. In particular, if this required color is part of the rich/vibrant blue, green or purple spectrum, it's virtually guaranteed that you'll be disappointed with the outcome. For required colors, use Pantone colors or give the designer an exact CMYK color match after you've seen a Process Color Swatch Book

Typos/Misspellings:

In a perfect world this should never happen. To minimize the likelihood of this occurring in your brochure:

Create the copy/text of your brochure in Microsoft Word and use an extra large font size, like 24 points, to write the text and do the final proof. Errors are much more likely to jump out at you with this larger font size.

Take charge of the deadline process. Take special care when you are depending on one or more outside parties for the copy (text) of the brochure. Many people will put off things to the last minute in spite of having been given a large lead-time to complete the text. If you give someone two months to complete the copy, he/she might be still writing away at 4:23 AM when you have an 8:00 AM drop-deadline to submit the file to the printer. Will you feel or have time to proof the brochure at 6:00 AM under these conditions?

Watch out for the usual typo suspects:

• Your vs. You're
• They're vs. Their
• You vs. Your (a very common error)

Watch out for the all-time #1 typo mistake: "Pubic" in place of "Public." Your spell checker won't catch this....

Check for ms-matched phone numbers. Especially inverted the phone and fax numbers.