The Elements of Effective Brochure Design1046058
One may think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face for the first time, whether it be in an event, trade exhibition or an initial sales meeting, you're taking the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure will remind your prospect from the services you are offering and, most of all, what sets you apart from the competition.
Within an initial contact, a tri-fold brochure design could be more effective than every other marketing asset because it's immediate. Your prospect won't necessarily take the time to visit your website after a primary meeting. Since the brochure is right in front of them, it will often intrigue these phones learn more about your firm and then visit your website.
An expertly designed print brochure is especially important for small businesses. It builds credibility by conveying important messages in regards to the value of your product or service. It helps to construct your brand, and positions you as a legitimate business within the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential design elements:
Attention-grabbing cover. Likelihood is 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 study the rest of the brochure. To find the attention of the target audience, combine a visually appealing design having an attention-grabbing headline that addresses a strong benefit for your customers. Compelling content. You care more about your business than your prospects do; they aren't interested in an in depth history of your business. Instead, they wish to know how your merchandise can help them save your time, lower costs, acquire more sales, or run their business more efficiently. Focus your content on the problems and challenges your customers face and how you solve them much better than your competitors. Use graphs, charts or images to aid support your posts, and convey your message more quickly. Powerful call to action. The primary purpose of a brochure would be to move individuals to the next phase of the sales cycle. Do you need them to see your web site? Grab the phone and require a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your potential customers exactly what you want them to do. It also stands out in the rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure has to appeal to your unique audience. As an example, if you serve a more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of one's readers.
Concurrently, consider the image you need to project as a business. Most B2B firms use a matte finish on their own brochures because it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, as they make product pictures and images stand out more.
Your layout and design of inside pages should deal with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include plenty 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 image is really a key ingredient in earning your prospect's trust.
