The Elements of Effective Brochure Design6229433
It's possible to think that a physical brochure isn't necessary anymore on this digital era, but guess again. An expertly 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 exhibition or an initial sales meeting, you're taking the time to find out about each other's businesses. What happens when you leave? A well-executed capabilities brochure reminds your prospect with the services you are offering and, most significantly, what sets you in addition to the competition.
Within an initial contact, a bi-fold brochure design could 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 an initial meeting. Because the brochure is appropriate 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 particularly important for smaller businesses. It builds credibility by conveying important messages about the value of your products or services. It helps to construct your brand, and positions you as a legitimate business in the minds of prospects and customers.
To connect 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 don't open and browse the rest of the brochure. To find the attention of the target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit for the customers. Compelling content. You care much more about your business than your prospects do; they're not interested in an in depth history of your business. Instead, they want to know how your products or services can help them save time, lower costs, have more sales, or run their business better. Focus your content on the problems and challenges your clients face and just how you solve them a lot better than your competitors. Use graphs, charts or images to aid support your posts, and convey your message quicker. Powerful call to action. The primary purpose of a brochure is always to move people to the next phase of the sales cycle. Do you want them to visit your web site? Get the phone and call for a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells the future prospect exactly what you'd like them to do. Additionally, it stands out from your rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure has to appeal to your particular audience. For example, if you serve a far 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 would like 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, as they make product pictures and images stand out more.
Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include plenty 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 can be a key ingredient in earning your prospect's trust.
