The Elements of Effective Brochure Design669211
It's possible to think that an actual physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure could be a vital lead-nurturing tool. Whenever you meet someone face-to-face the first time, whether it be in an event, trade show or an initial sales meeting, you're taking the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure will remind your prospect with the services you are offering and, most of all, what sets you in addition to the competition.
In an initial contact, a flyers design may 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 a preliminary meeting. Considering that the brochure is right in front of them, it's going to often intrigue them to learn more about your firm then visit your website.
A professionally designed print brochure is particularly important for small businesses. It builds credibility by conveying important messages about the value of your products or services. It helps to create your brand, and positions you as a legitimate business inside the minds of prospects and customers.
To connect with readers, every brochure needs three essential elements of design:
Attention-grabbing cover. Likelihood is your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they don't open and study the rest of the brochure. To get the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit to your customers. Compelling content. You care a little more about your business than your prospects do; they're not interested in reveal history of your business. Instead, they would like to know how your merchandise can help them save time, lower costs, have more sales, or run their business better. Focus your posts 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 help support your content, and convey your message more quickly. Powerful proactive approach. The primary purpose of a brochure is to move people to the next phase with the sales cycle. Do you need them to go to your web site? Grab 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 would like them to do. In addition, it 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 for you, but they don't reflect the mindset of your readers.
At the same time, consider the image you need to project like a business. Most B2B firms use a matte finish on their brochures as it looks more distinguished and professional. Retail companies tend to use glossy finishes, as they make product pictures and pictures stand out more.
Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include plenty 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 is really a key ingredient in earning your prospect's trust.
