The Elements of Effective Brochure Design4011468
It's possible to think that an actual physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be with an event, trade exhibition or an initial sales meeting, you are taking the time to discover 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 significantly, what sets you aside from the competition.
In a initial contact, a catalogs may be more effective than some other marketing asset because it's immediate. Your prospect won't necessarily take time to visit your website after a primary meeting. Since the brochure is right in front of them, it will often intrigue them to learn more about your firm after which visit your website.
A professionally designed print brochure is particularly important for smaller businesses. It builds credibility by conveying important messages in regards to the value of your product or service. It helps to construct 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 elements of design:
Attention-grabbing cover. Odds are your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they don't open and read the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a robust benefit to your customers. Compelling content. You care more about your business than your prospects do; they're not interested in an in depth history of your company. Instead, they wish to know how your product or service 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 just how you solve them a lot better than your competitors. Use graphs, charts or images to aid support your content, and convey your message more quickly. Powerful proactive approach. The primary reason for a brochure is to move people to the next phase of the sales cycle. Do you want them to go to your web site? Grab the phone and require a free estimate? Contact you via email to obtain 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 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 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 the readers.
At the same time, consider the image you want to project like a business. Most B2B firms use a matte finish on the brochures since 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 to catch 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.
