The Elements of Effective Brochure Design1953308
It's possible to 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 a vital lead-nurturing tool. Whenever you meet someone face-to-face the first time, whether it be in an event, trade exhibition or an initial sales meeting, you are taking the time to learn about each other's businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most importantly, what sets you apart from the competition.
Within an initial contact, a flyers design may be more effective than some other marketing asset as it's immediate. Your prospect won't necessarily take time to visit your website after a primary meeting. Considering that the brochure is appropriate in front of them, it'll often intrigue these to learn more about your firm and then visit your website.
An expertly designed print brochure is particularly important for small enterprises. It builds credibility by conveying important messages about the value of your products or services. It helps to construct 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 design elements:
Attention-grabbing cover. Odds are 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 get the attention of your 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 more about your business than your prospects do; they aren't interested in an in depth history of your small business. Instead, they would like to know how your product or service can help them save time, lower costs, get more sales, or run their business more efficiently. Focus your articles on the problems and challenges your visitors face and just how you solve them better than your competitors. Use graphs, charts or images to assist support your articles, and convey your message faster. Powerful call to action. The primary intent behind a brochure is to move individuals to the next phase of the sales cycle. Would you like 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 the future prospect exactly what you'd like them to do. Additionally, it stands out from your rest of the copy so that readers can't miss it. From a visual standpoint, a brochure has to appeal to your specific audience. As an example, if you serve an even 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.
Simultaneously, consider the image you want to project like a business. Most B2B firms use a matte finish on their brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, since 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 catch the reader's eye. Include lots of white space to really make the brochure readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of name image is really a key ingredient in earning your prospect's trust.
