Criteria
Rating
(0-5)
1. Writing
The major point of each story is found in the first paragraph.
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Copy written in third person (no "I, we") language.
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All copy is written in benefit language - answering "What's in it for me?"
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Testimonial quotes are used.
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Writing uses correct grammer.
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Brochure is typo-free.
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Bulleted lists, checklists, and numbers are used.
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Wrting is clear, concise and consistent.
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Generous use of subheads.
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Headlines grab attention.
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Cover carries benefit-oriented headline.
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Sentence/paragraph structure is varied.
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2. Photographs/Illustrations
Photos are technically good - in focus, good contrast.
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Art is appropriate for thesubject of the brochures.
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Action photos as well as posed shots.
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Photos are carefully cropped.
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In a group of photos, one is larger to serve as a focal point.
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All photos have captions.
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3.
Design
Use of white space to set off illustrations & copy.
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At least two colors with second color used as accent.
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Use of graphical elements (color bars, boxes, etc.)
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Graphics break up blocks of text.
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4.
Typography
Italics and boldface used sparingly strictly for emphasis.
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Headlines are capitalized consistently.
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Headlines are consistently aligned (all centered or all flush left).
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Headlines & subheads are set in a font different than body type like sans serif if body copy is serif (ex: Helvetica).
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Type is the right size for the length of the lines.
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If body copy is justified, word spacing is even with no gaps or rivers of white space.
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Body copy size & spacing appears consistent.
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5.
Paper
Paper is white or a very light color.
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Paper is coated, smooth or a very light texture that doesn't interfere with readability or photo reproduction.
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