Brochure design for private schools: a practical guide

A private school brochure has a clear job: help a family understand the school and decide what to do next. It should answer practical questions without trying to put the whole website on paper.

Plan the reader journey first

List the questions families ask during admissions calls and open days. Use those questions to set the page order. A typical route may introduce the school, explain its approach, cover daily life and facilities, then give admissions details and contact information.

Keep the main message on each spread easy to find. Long blocks of general claims are less useful than specific information about class structure, pastoral care, transport, fees or the next open event.

Use photographs that add information

Choose photographs that show real spaces and activity. Captions can explain what is happening rather than repeating the heading. Check permissions before using images of pupils, and avoid placing important faces or details across a fold or binding edge.

Supply photographs at a resolution suitable for their printed size. A small image taken from a website will not become sharper when enlarged to fill a page.

Keep the design accessible

Use a readable type size, clear contrast and consistent navigation. Short headings help readers scan. Tables may work better than paragraphs for dates, fees or transport details. If a brochure also needs a digital PDF, test links and reading order separately.

Build in proofing time

School brochures often involve several reviewers. Name one person to control the final text and use a dated file name for each proof. Check names, dates, contact details, page order and image permissions before approval. A printer can check production settings, but the school must approve the content.

Choose a format that suits distribution

For an open day handout, a compact folded leaflet may be enough. A prospectus with more pages may suit stapled or perfect binding. Consider envelope size and postage if packs will be mailed. A heavier cover can add protection, while lighter inner pages keep the finished piece manageable.

Send the final artwork as a print-ready PDF with bleed and fonts embedded. If you need help choosing the format, send us the page count, quantity and deadline.