The Elements of Effective Brochure Design3465470
You can think that an actual 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. Whenever you meet someone face-to-face the very first time, whether it be with an event, trade exhibition or an initial sales meeting, you are taking the time to find out about each other's businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect from the services you offer and, most of all, what sets you apart from the competition.
In an initial contact, a brochure design can 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 right in front of them, it will often intrigue these to learn more about your firm then visit your website.
A professionally designed print brochure is very important for smaller businesses. It builds credibility by conveying important messages concerning the value of your product or service. It helps to create your brand, and positions you being a legitimate business inside the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential elements of design:
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 don't open and browse the rest of the brochure. To find the attention of your target audience, combine a visually appealing design with 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're not interested in reveal history of your business. Instead, they wish to know how your product or service can help them saving time, lower costs, get more sales, or run their business more effectively. Focus your content 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 quicker. Powerful call to action. The primary reason for a brochure is always to move people to the next phase from the sales cycle. Do you want them to visit your web site? Get 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 readers exactly what you would like them to do. In addition, it stands out from your rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure must appeal to your particular audience. For example, 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 like a business. Most B2B firms utilize a matte finish on their brochures since it looks more distinguished and professional. Retail companies often use glossy finishes, since they make product pictures and images stand out more.
Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include plenty 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 really a key ingredient in earning your prospect's trust.
