The Elements of Effective Brochure Design4881463
It's possible to think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face for the first time, whether it be at an event, trade exhibition or an initial sales meeting, you're taking the time to learn about each other's businesses. What happens once you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most significantly, what sets you apart from the competition.
Within an initial contact, a graphic designers may be more effective than every other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after a preliminary meeting. Considering that the brochure is appropriate 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 product or service. It helps to create your brand, and positions you being 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 browse the rest of the brochure. To find the attention of one's target audience, combine a visually appealing design by 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're not interested in an in depth history of your company. Instead, they would like to know how your product or service can help them saving time, lower costs, acquire more sales, or run their business more effectively. Focus your articles on the problems and challenges your customers face and the way you solve them much better than your competitors. Use graphs, charts or images to assist support your content, and convey your message more quickly. Powerful call to action. The primary purpose of a brochure is always to move people to the next phase of the sales cycle. Would you like them to go to your web site? Get the phone and require a free estimate? Contact you via email to get 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 your rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure must appeal to your specific audience. As an 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 the readers.
At the same time, consider the image you want to project being a business. Most B2B firms use a matte finish on the brochures because it looks more distinguished and professional. Retail companies tend to 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 trap 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 name image is a key ingredient in earning your prospect's trust.
