The Elements of Effective Brochure Design6289840
One may think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face the very first time, whether it be in an event, trade event or an initial sales meeting, you're taking the time to learn about each other's businesses. But what happens once you leave? A well-executed capabilities brochure will remind your prospect with the services you offer and, most importantly, 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 time to visit your website after a preliminary meeting. Because the brochure is correct 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 especially important for small businesses. It builds credibility by conveying important messages about the value of your product or service. It helps to build your brand, and positions you like a legitimate business inside the minds of prospects and customers.
To get in touch with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Likelihood is 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 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 robust benefit for the customers. Compelling content. You care a little more about your business than your prospects do; they are not interested in a detailed history of your small business. Instead, they want to know how your product or service can help them saving time, lower costs, have more sales, or run their business more effectively. Focus your articles on the problems and challenges your visitors 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 quicker. Powerful call to action. The primary reason for a brochure is to move visitors to the next phase from the sales cycle. Do you need them to see your web site? Pick up the phone and demand a free estimate? Contact you via email to get a downloadable white paper? A great call to action tells your potential customers exactly what you'd like them to do. It also stands out from the rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your specific audience. As an example, if you serve a more conservative market, edgy or trendy design elements might look clever to 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 their brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, since they make product pictures and images stand out more.
Your layout and design of inside pages should deal with the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include a lot of white space to make the brochure easy to read.
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.
