The Most Common Text Errors in Brochures and Catalogs
The most frequent errors at the level of text that are given in a brochure or catalog have to do with a number of words that are used and with orthographic, grammatical and lexical questions.
Volume of text
Although we have already commented on more than one occasion, in the advertising texts it has to be brief and concise. You have to get to the point and stop going about the same idea. To achieve this, the sentences have to condense to the maximum the message that we want to convey to the audience. The golden rule is not to saturate the reader or give too many elements that can lend themselves to confusion.
It is shown that attention can only be captured between the first three and five seconds. Therefore, when you really want the reader to read the diptych or triptych completely, nothing is better than going straight to highlight the main thing about that product and/or service that is being offered, leaving aside other information that is not of interest.
Parallel to the amount of text that we are going to incorporate in the brochures and catalogs that we will end up printing, it is important to pay special attention to orthographic, grammatical and lexical questions. Here are the most common ones.
1. Spelling level
There is a bad habit of putting the first letter of the year in capital letters. Orthographically it is incorrect because it has no logic at all when it is in the middle of a sentence and it is not the beginning of any or it does not come after a period.
Another of the frequent errors is the incorrect use of abbreviations. The only ones that are admitted are those that correspond to units of measurement or chemical elements since they are subject to the norms of the international system. However, it is customary to write them with a dot, when in fact, they do not carry it.
A common mistake found in many advertising graphic media is to misuse punctuation marks, for example, both linguistic and non-linguistic uses of the comma and dot. One of the most common examples is to write the hours using the comma when you have to put it with a colon or with a period.
2. Grammar level
The most common mistake is not to put the article on the subject perhaps because of the influence exerted by the English language. It should not be forgotten that the tendency in recent years seems to be marked by the presence, more and more frequent, of bilingual publications, a tendency that is also moving to the advertising field.
It is important to be careful when forming the plurals and especially to make the concordances with the verbs. As a rule, it never ends well and is a grammatical fault that must always be avoided.
3. Lexical level
It is important not to fall into the use of extra Jeri MOS. The same happens with other words like “snack” or “pack” that in the first case means “appetizer” and in the second, ” the extra Jeri MOS.
The use of has given way to creating new terms that did not exist to date and that the advertising has been incorporating. For example, the term “accommodation” which means action and effect of accommodating, is being used incorrectly instead of “accommodation”, which would be the correct word in this case.
It is essential, therefore, that when writing the texts there is always a person who understands the subject who can review them before they are considered good and send the brochure or catalog to the press.