The Elements of Effective Brochure Design6564355
One may think that an actual physical brochure isn't necessary anymore on this digital era, but guess again. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be at an event, trade show or an initial sales meeting, you take the time to discover each other's businesses. What happens after you leave? A well-executed capabilities brochure will remind your prospect from the services you offer and, most of all, what sets you apart from the competition.
Within an initial contact, a bi-fold 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. Since the brochure is right in front of them, it's going to often intrigue them to learn more about your firm and then visit your website.
A professionally designed print brochure is very 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 as a legitimate business within the minds of prospects and customers.
For connecting 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 won't open and browse the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a robust benefit to your customers. Compelling content. You care a little more about your business than your prospects do; they're not interested in a detailed history of your company. Instead, they wish to know how your products or services can help them saving time, lower costs, get more sales, or run their business more effectively. Focus your posts on the problems and challenges your customers face and just how you solve them better than your competitors. Use graphs, charts or images to aid support your posts, and convey your message faster. Powerful call to action. The primary intent behind a brochure would be to move people to the next phase with the sales cycle. Would you like them to see your web site? Grab the phone and call for 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. In addition, it stands out from your rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure needs to appeal to your specific audience. For example, if you serve an even more conservative market, edgy or trendy design elements might look clever to you personally, but they don't reflect the mindset of the readers.
Simultaneously, consider the image you want to project as a business. Most B2B firms utilize a matte finish on their own brochures since it looks more distinguished and professional. Retail companies tend to use glossy finishes, since they make product pictures and images stand out more.
Your design and layout of inside pages should work well with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include a lot of white space to help 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 name image is a key ingredient in earning your prospect's trust.
