Publicity for summer camps always features pictures of smiling children, and there's really no way to get around that. Summer camp brochures are directed at parents, and they need to know that their children will be safe and happy at camp. A brochure cover should show pictures of responsible and friendly looking counselors having fun with kids in a safe manner. The name, location, and contact information of the camp should be displayed prominently, along with a catchy slogan such as “Kids and Nature: A Perfect Match,” conveying an upbeat and outdoorsy theme.
Publicity for organizations that focus on social or environmental issues can afford to be a bit more edgy. Serious issues such as poverty, climate change or wilderness destruction call for brochure covers that gets people's attention in a way that's not necessarily pleasant. Scare images such as starving children, tormented animals, and massive clearcuts are disturbing, but when dealing with controversial issues, you're trying to disturb your potential audience to get them involved. Since doom and gloom, even when it's accurate, will cause many people to turn away, a good brochure cover strikes a tricky balance between challenging images and a hopeful message. Some groups accomplish this with images of their members actively combatting the problem, for example, a photograph of volunteers helping to clean up an oil spill.
Publicity for education, whether it's private tutoring or a university, should convey competence and intellectual liveliness, and invite readers in by stimulating their minds. Whatever you do, don't miss any typos or grammatical errors when you proofread. This is the kiss of death when what you're promoting is your educational skills. Pictures of students working and having fun can be interspersed with inspiring quotes from both students and faculty. When the brochure is for an institution with a campus, it should always include a prominent photo of its most beautiful part. Photos of nice old buildings surrounded by green convey an image of stability, wealth and potential.