The Elements of Effective Brochure Design3442307
It's possible to think that a physical brochure isn't necessary anymore in this digital era, but guess again. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face for the first time, whether it be at an event, trade event or an initial sales meeting, you take the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect from the services you are offering and, most of all, what sets you in addition to the competition.
Within an initial contact, a bi-fold brochure design could be more effective than any other marketing asset as it's 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 after which visit your website.
A professionally designed print brochure is particularly important for small businesses. It builds credibility by conveying important messages concerning the value of your products or services. It helps to create your brand, and positions you being a legitimate business inside 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 the brochure cover doesn't immediately catch their eye and pique their interest, they don't open and browse the rest of the brochure. To find the attention of your target audience, combine a visually appealing design having an attention-grabbing headline that addresses a robust benefit for the customers. Compelling content. You care 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 products or services can help them save time, lower costs, get more sales, or run their business more efficiently. Focus your posts on the problems and challenges your clients face and how you solve them much better than your competitors. Use graphs, charts or images to assist support your posts, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure is to move visitors to the next phase with 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 obtain a downloadable white paper? An excellent call to action tells your readers exactly what you want them to do. In addition, it stands out from the rest of the copy to ensure that readers can't miss it. From the visual standpoint, a brochure needs to appeal to your unique audience. For example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of one's readers.
Simultaneously, consider the image you would like to project being a business. Most B2B firms utilize a matte finish on the brochures since it looks more distinguished and professional. Retail companies tend to use glossy finishes, as 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 to trap the reader's eye. Include lots of white space to really make the brochure easily readable.
Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand image can be a key ingredient in earning your prospect's trust.
