The Elements of Effective Brochure Design2143818
One may think that a physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure could be a vital lead-nurturing tool. Whenever you meet someone face-to-face for the first time, whether it be with an event, trade show or an initial sales meeting, you take the time to discover each other's businesses. But what happens when you leave? A well-executed capabilities brochure reminds your prospect of the services you offer and, most significantly, what sets you apart from the competition.
In a initial contact, a capability statment design can be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after a preliminary meeting. Considering that the brochure is appropriate in front of them, it will often intrigue them to learn more about your firm then visit your website.
A professionally designed print brochure is particularly important for small enterprises. It builds credibility by conveying important messages about 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 connect with readers, every brochure needs three essential design elements:
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 won't open and browse the rest of the brochure. To find the attention of one's target audience, combine a visually appealing design with an attention-grabbing headline that addresses a robust benefit to your customers. Compelling content. You care a little more about your business than your prospects do; they aren't interested in reveal history of your company. Instead, they want to know how your product or service can help them save your time, lower costs, get more sales, or run their business more efficiently. Focus your posts on the problems and challenges your clients face and the way you solve them a lot better than your competitors. Use graphs, charts or images to help support your articles, and convey your message more quickly. Powerful proactive approach. The primary intent behind a brochure would be to move people to the next phase from the sales cycle. Do you want them to see your web site? Get the phone and require a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells the future prospect exactly what you want them to do. It also stands out in the rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure must appeal to your specific audience. For instance, if you serve a far more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of your readers.
Simultaneously, consider the image you need to project being a business. Most B2B firms use a matte finish on their own brochures since it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, since they make product pictures and pictures stand out more.
Your design and layout 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 name image is a key ingredient in earning your prospect's trust.
