The Elements of Effective Brochure Design1010740
It's possible to think that a physical brochure isn't necessary anymore on this digital era, but guess again. An expertly designed and printed brochure could be a vital lead-nurturing tool. When you meet someone face-to-face for the first time, whether it be at an event, trade show or an initial sales meeting, you are taking the time to discover each other's businesses. But what happens once you leave? A well-executed capabilities brochure reminds your prospect from the services you offer and, most of all, what sets you aside from the competition.
In an initial contact, a flyers design may be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Since the brochure is correct in front of them, it's going to often intrigue these to learn more about your firm after which visit your website.
A professionally designed print brochure is particularly important for smaller businesses. It builds credibility by conveying important messages in regards to the value of your products or services. It helps to create your brand, and positions you like a legitimate business in the minds of prospects and customers.
To connect with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Chances are your prospects have very short attention spans. If your brochure cover doesn't immediately catch their eye and pique their interest, they don't open and browse the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit for your customers. Compelling content. You care a little more about your business than your prospects do; they are not interested in an in depth history of your small business. Instead, they would like to know how your product or service can help them save your time, lower costs, have more sales, or run their business more effectively. Focus your articles on the problems and challenges your customers face and how you solve them much better than your competitors. Use graphs, charts or images to assist support your content, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure is always to move people to the next phase of the sales cycle. Do you want them to see your web site? Pick up the phone and require a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells your readers exactly what you'd like them to do. In addition, it stands out from the rest of the copy so that readers can't miss it. From your visual standpoint, a brochure must appeal to your unique audience. As an example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you, but they don't reflect the mindset of one's readers.
At the same time, consider the image you need to project as a business. Most B2B firms make use of a matte finish on their brochures as it looks more distinguished and professional. Retail companies often use glossy finishes, because they make product pictures and images stand out more.
Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include a lot of white space to make the brochure easy to read.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand name image can be a key ingredient in earning your prospect's trust.
