The Elements of Effective Brochure Design3957897
One may think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Once you meet someone face-to-face for the first time, whether it be with an event, trade event or an initial sales meeting, you take the time to learn about each other's businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most of all, what sets you in addition to the competition.
Within an initial contact, a tri-fold brochure design could be more effective than some other marketing asset as it's immediate. Your prospect won't necessarily spend some time to visit your website after an initial meeting. Since the brochure is right in front of them, it will often intrigue these to learn more about your firm then visit your website.
An expertly designed print brochure is especially important for small businesses. 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 within 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 won't open and study the rest of the brochure. To get the attention of the target audience, combine a visually appealing design having an attention-grabbing headline that addresses a strong benefit for the customers. Compelling content. You care 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 products or services can help them save time, lower costs, get more sales, or run their business better. Focus your posts on the problems and challenges your visitors face and the way you solve them a lot better than your competitors. Use graphs, charts or images to aid support your articles, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure would be to move people to the next phase with the sales cycle. Do you need them to see your web site? Pick up the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? An excellent call to action tells the future prospect exactly what you want them to do. Additionally, it stands out from your rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure must appeal to your particular audience. For example, if you serve a 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 like a business. Most B2B firms utilize a matte finish on the brochures as it looks more distinguished and professional. Retail companies often use glossy finishes, since they make product pictures and pictures stand out more.
Your design and layout of inside pages should deal with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include plenty of white space to help 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.
