The Elements of Effective Brochure Design786848

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One may think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure could be a vital lead-nurturing tool. Whenever you meet someone face-to-face the first time, whether it be with an event, trade exhibition or an initial sales meeting, you take the time to discover each other's businesses. What happens once you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most significantly, what sets you aside from the competition.

Within an initial contact, a tri-fold brochure design may be more effective than some other marketing asset as it's immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Because the brochure is right in front of them, it will often intrigue these phones learn more about your firm then visit your website.


A professionally designed print brochure is particularly important for smaller 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 as a legitimate business within the minds of prospects and customers.

To get in touch with readers, every brochure needs three essential design elements:

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 one's target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit for your customers. Compelling content. You care more about your business than your prospects do; they're not interested in reveal history of your small business. Instead, they wish to know how your products or services can help them save your time, lower costs, get more sales, or run their business better. Focus your content on the problems and challenges your customers face and just how you solve them much better than your competitors. Use graphs, charts or images to help support your articles, and convey your message faster. Powerful call to action. The primary purpose of a brochure is to move visitors to the next phase from the sales cycle. Would you like them to visit your web site? Get the phone and demand a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your readers exactly what you'd like them to do. In addition, it stands out from the rest of the copy in order that readers can't miss it. From a visual standpoint, a brochure needs to appeal to your unique audience. For example, if you serve a far more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of the readers.

Simultaneously, consider the image you would like to project being a business. Most B2B firms use a matte finish on the brochures as 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 work well with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include lots of white space to 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 name image is really a key ingredient in earning your prospect's trust.