The Elements of Effective Brochure Design1327335
You can think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be at an event, trade show or an initial sales meeting, you are taking the time to find out about each other's businesses. But what happens after you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most significantly, what sets you in addition to the competition.
Within an initial contact, a catalogs may be more effective than every other marketing asset since it is immediate. Your prospect won't necessarily take time to visit your website after a preliminary meeting. Since the brochure is appropriate in front of them, it's going to often intrigue them to learn more about your firm then visit your website.
A professionally designed print brochure is very important for smaller businesses. It builds credibility by conveying important messages concerning the value of your merchandise. It helps to construct your brand, and positions you like a legitimate business in 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. If the brochure cover doesn't immediately catch their eye and pique their interest, they won't open and study the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a strong benefit to your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in reveal history of your small business. Instead, they want to know how your merchandise can help them save your time, lower costs, have more sales, or run their business more efficiently. Focus your articles on the problems and challenges your visitors face and how you solve them better than your competitors. Use graphs, charts or images to help support your articles, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure would be to move individuals to the next phase of the sales cycle. Do you need them to visit your web site? Grab the phone and require a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells your readers exactly what you'd like them to do. In addition, it stands out from your rest of the copy to ensure that readers can't miss it. From a visual standpoint, a brochure needs to appeal to your particular audience. For instance, 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 want to project being a business. Most B2B firms utilize a matte finish on their brochures as it looks more distinguished and professional. Retail companies tend to use glossy finishes, because they make product pictures and pictures stand out more.
Your design and layout of inside pages should deal with the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include a lot of white space to make the brochure readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand name image is a key ingredient in earning your prospect's trust.
