The Elements of Effective Brochure Design3194997
It's possible to think that a physical brochure isn't necessary anymore on this digital era, but guess again. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. Whenever you meet someone face-to-face the very first time, whether it be at an event, trade exhibition or an initial sales meeting, you're taking the time to learn about each other's businesses. What happens once you leave? A well-executed capabilities brochure will remind your prospect with the services you offer and, most of all, what sets you in addition to the competition.
In an initial contact, a catalogs can be more effective than any other marketing asset because it's immediate. Your prospect won't necessarily spend some time to visit your website after a primary meeting. Because the brochure is appropriate in front of them, it will often intrigue these phones learn more about your firm then visit your website.
A professionally designed print brochure is especially important for smaller businesses. It builds credibility by conveying important messages about the value of your merchandise. It helps to create your brand, and positions you like a legitimate business within the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential design elements:
Attention-grabbing cover. Chances are your prospects have very short attention spans. If your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and browse the rest of the brochure. To obtain 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 much more about your business than your prospects do; they are not interested in an in depth history of your small business. Instead, they want to know how your merchandise can help them saving time, lower costs, have more sales, or run their business more effectively. Focus your content on the problems and challenges your visitors face and how you solve them better than your competitors. Use graphs, charts or images to aid support your content, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure is to move visitors to the next phase from the sales cycle. Would you like them to see your web site? Get the phone and call for 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'd like them to do. It also stands out in the rest of the copy in order that readers can't miss it. From your visual standpoint, a brochure must appeal to your particular audience. For instance, if you serve an even more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of your readers.
At the same time, consider the image you want to project as a business. Most B2B firms make use of a matte finish on the brochures since it looks more distinguished and professional. Retail companies often use glossy finishes, as they make product pictures and pictures stand out more.
Your layout and design of inside pages should deal with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include lots of white space to help 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 is really a key ingredient in earning your prospect's trust.
