The Elements of Effective Brochure Design7143144
You can think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Whenever you meet someone face-to-face for the first time, whether it be in an event, trade event or an initial sales meeting, you are taking the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect from the services you are offering and, most importantly, what sets you in addition to the competition.
Within an initial contact, a brochure design may be more effective than every other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after a preliminary meeting. Since the brochure is right in front of them, it'll often intrigue them to learn more about your firm and then visit your website.
A professionally designed print brochure is very important for small enterprises. It builds credibility by conveying important messages about the value of your products or services. It helps to build your brand, and positions you being a legitimate business inside the minds of prospects and customers.
To get in touch 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 don't open and browse the rest of the brochure. To get the attention of your target audience, combine a visually appealing design with an attention-grabbing headline that addresses a strong benefit for your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in an in depth history of your small business. Instead, they wish to know how your merchandise can help them saving time, lower costs, have more sales, or run their business better. Focus your posts on the problems and challenges your clients face and the way you solve them a lot 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 would be to move visitors to the next phase with the sales cycle. Do you want them to go to your web site? Grab the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? A great call to action tells the future prospect exactly what you want them to do. Additionally, it stands out in the rest of the copy so that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your particular audience. As an example, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of your readers.
Concurrently, consider the image you need to project as a business. Most B2B firms use a matte finish on their own brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, because 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 trap the reader's eye. Include lots of white space to help 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.
