The Elements of Effective Brochure Design4119071
One may think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure could be a vital lead-nurturing tool. Once you meet someone face-to-face the first time, whether it be at an event, trade event or an initial sales meeting, you're taking the time to find out about each other's businesses. But what happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you offer and, most of all, what sets you in addition to the competition.
In an initial contact, a brochure design may be more effective than any other marketing asset since it is 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 will often intrigue them to learn more about your firm and then visit your website.
An expertly designed print brochure is especially important for small enterprises. It builds credibility by conveying important messages in regards to the value of your merchandise. It helps to construct your brand, and positions you as 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 your 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 a little more about your business than your prospects do; they aren't interested in reveal history of your business. Instead, they want to know how your product or service can help them save your time, lower costs, have more sales, or run their business more effectively. Focus your posts on the problems and challenges your customers face and just how you solve them a lot better than your competitors. Use graphs, charts or images to help support your posts, and convey your message faster. Powerful call to action. The primary purpose of a brochure is to move people to the next phase with the sales cycle. Do you need them to see your web site? Get the phone and call for a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells the future prospect exactly what you would like them to do. In addition, it stands out from the rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure has to appeal to your specific audience. As an example, if you serve an even more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of the readers.
At the same time, consider the image you would like to project being a business. Most B2B firms make use of a matte finish on their brochures because it looks more distinguished and professional. Retail companies often use glossy finishes, since they make product pictures and pictures 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 a lot of white space to 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 is a key ingredient in earning your prospect's trust.
