The Elements of Effective Brochure Design3220774
It's possible to think that an actual brochure isn't necessary anymore within 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 with an event, trade event or an initial sales meeting, you are taking the time to learn about each other's businesses. But what happens once you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most significantly, what sets you in addition to the competition.
In an initial contact, a catalogs may be more effective than any other marketing asset because it's immediate. Your prospect won't necessarily take the time to visit your website after a primary meeting. Because the brochure is right 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 very important for small enterprises. It builds credibility by conveying important messages in regards to the value of your merchandise. It helps to build your brand, and positions you being a legitimate business in the minds of prospects and customers.
For connecting with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Odds 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 study the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in reveal history of your business. Instead, they would like to know how your merchandise 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 clients face and just how you solve them much better than your competitors. Use graphs, charts or images to help support your articles, and convey your message faster. Powerful call to action. The primary reason for a brochure would be to move people to the next phase from the sales cycle. Would you like them to go to your web site? Grab the phone and call for a free estimate? Contact you via email to obtain a downloadable white paper? A good call to action tells your potential customers exactly what you want them to do. In addition, it stands out in the rest of the copy to ensure that readers can't miss it. From a visual standpoint, a brochure needs to appeal to your unique audience. For instance, if you serve a far more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of your readers.
Concurrently, consider the image you would like to project as a business. Most B2B firms make use of a matte finish on their brochures since 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 work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include a lot 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 name image is a key ingredient in earning your prospect's trust.
