The emotional directness of most opera plots usually works to the benefit of opera brochure designers, but alas even that advantage does not immunize them from forgetting some marketing basics, such as establishing a meta message and aligning it with the brochure's goals, and design basics such as creating a focal point to provide a visual entryway into the design. Sorting through my piles of opera brochures, three distinct design personalities make an appearance: 1) Too hot — brochures that beg patrons to please please give opera a try; 2) Too cold — brochures that slam the door on any patrons who are not already in the club; and 3) Just right — brochures that make no apologies for being about opera, and invite patrons to come an enjoy it.

Read the March 15 edition.