The Elements of Effective Brochure Design5038161
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 the first time, whether it be in an event, trade event or an initial sales meeting, you're taking the time to discover each other's businesses. But what happens once you leave? A well-executed capabilities brochure will remind your prospect with the services you are offering and, most importantly, what sets you apart from the competition.
Within an initial contact, a flyers design could be more effective than some other marketing asset because it's immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Because the brochure is appropriate in front of them, it's going to often intrigue these to learn more about your firm and then visit your website.
A professionally designed print brochure is especially important for smaller businesses. It builds credibility by conveying important messages concerning the value of your merchandise. It helps to create your brand, and positions you as a legitimate business in the minds of prospects and customers.
For connecting 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 will not open and read the rest of the brochure. To get the attention of your target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit to your customers. Compelling content. You care more about your business than your prospects do; they are not interested in an in depth history of your business. Instead, they want to know how your product or service can help them save your time, lower costs, get more sales, or run their business more effectively. Focus your posts on the problems and challenges your visitors face and just how you solve them much 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 always to move visitors to the next phase of the sales cycle. Do you need them to see your web site? Pick up the phone and require a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your potential customers exactly what you want them to do. It also stands out from your rest of the copy so that readers can't miss it. From the visual standpoint, a brochure needs to appeal to your specific audience. For instance, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you, but they don't reflect the mindset of your 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 own brochures since it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, as they make product pictures and pictures stand out more.
Your layout and design 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 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 really a key ingredient in earning your prospect's trust.
