The Elements of Effective Brochure Design1282776
You can 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 the first time, whether it be in an event, trade event or an initial sales meeting, you're taking the time to learn about each other's businesses. What happens after you leave? A well-executed capabilities brochure will remind your prospect with the services you offer and, most of all, what sets you aside from the competition.
Within an initial contact, a brochure design may be more effective than any other marketing asset since it is immediate. Your prospect won't necessarily take time to visit your website after an initial meeting. Considering that the brochure is appropriate 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 merchandise. It helps to construct your brand, and positions you being a legitimate business inside the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Odds are your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and study the rest of the brochure. To find the attention of your target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a powerful benefit for the customers. Compelling content. You care more about your business than your prospects do; they are not interested in reveal history of your small business. Instead, they would like to know how your products or services can help them saving time, lower costs, acquire more sales, or run their business better. 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 help support your articles, and convey your message quicker. Powerful call to action. The primary intent behind a brochure is always to move visitors to the next phase with the sales cycle. Do you need them to see your web site? Get the phone and demand a free estimate? Contact you via email to get a downloadable white paper? A great call to action tells your potential customers exactly what you'd like them to do. Additionally, it stands out from your rest of the copy to ensure that readers can't miss it. From a visual standpoint, a brochure must appeal to your particular audience. As an example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of your readers.
At the same time, consider the image you would like to project like a business. Most B2B firms make use of a matte finish on the brochures because it looks more distinguished and professional. Retail companies often use glossy finishes, as they make product pictures and images stand out more.
Your design and layout of inside pages should fully trust the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include a lot of white space to help make the brochure easily readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand image can be a key ingredient in earning your prospect's trust.
