The Elements of Effective Brochure Design5175027
One may think that a physical brochure isn't necessary anymore on this digital era, but guess again. A professionally designed and printed brochure could be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be in an event, trade exhibition or an initial sales meeting, you're taking the time to find out about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect with the services you offer and, most importantly, what sets you aside from the competition.
Within an initial contact, a brochure design can be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after a primary meeting. Considering that the brochure is correct 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 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 in the minds of prospects and customers.
To connect with readers, every brochure needs three essential design elements:
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 won't open and study the rest of the brochure. To get the attention of the target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a strong benefit for your customers. Compelling content. You care a little more about your business than your prospects do; they are not interested in reveal history of your small business. Instead, they want to know how your merchandise can help them save time, lower costs, get more sales, or run their business more effectively. Focus your articles on the problems and challenges your clients face and how you solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message more quickly. Powerful proactive approach. The primary reason for a brochure is always to move individuals to the next phase with the sales cycle. Would you like them to see your web site? Pick up 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 in the rest of the copy to ensure that readers can't miss it. From the visual standpoint, a brochure has to appeal to your unique audience. For instance, if you serve an even more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of one's readers.
At the same time, consider the image you need to project as a business. Most B2B firms make use of 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 layout and design of inside pages should work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include lots of white space to really 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.
