The Elements of Effective Brochure Design1462096
It's possible to think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure could be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be in an event, trade show or an initial sales meeting, you take the time to discover each other's businesses. What happens when you leave? A well-executed capabilities brochure reminds your prospect with the services you offer and, most importantly, what sets you apart from the competition.
Within an initial contact, a bi-fold brochure design could be more effective than any 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 appropriate in front of them, it will often intrigue them to learn more about your firm then visit your website.
An expertly designed print brochure is very important for small enterprises. It builds credibility by conveying important messages about the value of your product or service. It helps to build your brand, and positions you as a legitimate business within 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 the brochure cover doesn't immediately catch their eye and pique their interest, they don't open and read 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 robust benefit for the customers. Compelling content. You care a little more about your business than your prospects do; they're not interested in reveal history of your business. Instead, they wish to know how your product or service can help them save 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 better than your competitors. Use graphs, charts or images to help support your content, and convey your message quicker. Powerful call to action. The primary intent behind a brochure would be to move visitors to the next phase of the sales cycle. Do you need them to see your web site? Get the phone and call for a free estimate? Contact you via email to receive a downloadable white paper? An excellent call to action tells your potential customers exactly what you would like them to do. Additionally, it stands out from your rest of the copy so that readers can't miss it. From your visual standpoint, a brochure must appeal to your specific audience. For example, if you serve an even more conservative market, edgy or trendy design elements might look clever to you personally, 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 utilize a matte finish on their brochures since it looks more distinguished and professional. Retail companies often use glossy finishes, because they make product pictures and pictures 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 lots 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 image can be a key ingredient in earning your prospect's trust.
