Let's face it, if you are going to have brochures, you want to make it look good, right? That is because there are already millions of brochures out there and you have to compete for your target market's attention.
That is why if you want to bring your message across, invest in good quality brochure printing. Most of the time, colored printing is the best way to go but there are products and designs that would work well with one color printing. It would not help you if you have a nice design and the printing is bad with lots of double images.
Then the quality of the paper is also to be considered. You might want to use thick coated paper so that the brochure will not be easily creased or wet.
Brochure printing may cost a lot but consider it an investment in order to bring more customers to your store.