The Elements of Effective Brochure Design1883214
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 could be a vital lead-nurturing tool. Once you meet someone face-to-face the first time, whether it be at an event, trade event or an initial sales meeting, you are taking the time to learn about each other's businesses. But what happens after 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 graphic designers may be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after an initial meeting. Because the brochure is right in front of them, it's going to often intrigue them to learn more about your firm then visit your website.
An expertly designed print brochure is particularly important for small businesses. It builds credibility by conveying important messages in regards to the value of your products or services. It helps to build your brand, and positions you like 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 one's target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a robust benefit for your customers. Compelling content. You care a little 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 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 clients face and just how you solve them better than your competitors. Use graphs, charts or images to assist support your posts, and convey your message faster. Powerful call to action. The primary intent behind a brochure is always to move individuals to the next phase of the sales cycle. Would you like them to go to your web site? Pick up the phone and call for a free estimate? Contact you via email to obtain a downloadable white paper? A good call to action tells the future prospect exactly what you want them to do. It also stands out from the rest of the copy in order that readers can't miss it. From a visual standpoint, a brochure must appeal to your particular audience. For instance, if you serve a more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of the readers.
At the same time, consider the image you would like to project like a business. Most B2B firms use a matte finish on the brochures because 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 work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include lots of white space to help 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 a key ingredient in earning your prospect's trust.
