The Elements of Effective Brochure Design2675751

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One may think that a physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. Once you meet someone face-to-face for the first time, whether it be in an event, trade show or an initial sales meeting, you are 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 are offering and, most significantly, what sets you apart from the competition.

Within an initial contact, a catalogs may be more effective than every other marketing asset because it's immediate. Your prospect won't necessarily take time to visit your website after a primary meeting. Considering that the brochure is correct in front of them, it'll often intrigue these to learn more about your firm and then visit your website.


An expertly 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 create your brand, and positions you being a legitimate business in 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. 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 one's target audience, combine a visually appealing design having an attention-grabbing headline that addresses a powerful benefit to your customers. Compelling content. You care much more about your business than your prospects do; they're not interested in reveal history of your company. Instead, they wish to know how your product or service can help them saving time, lower costs, get more sales, or run their business more effectively. Focus your content on the problems and challenges your visitors face and just how you solve them better than your competitors. Use graphs, charts or images to assist support your articles, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure is to move visitors to the next phase with the sales cycle. Would you like them to see your web site? Get the phone and call for a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells your potential customers exactly what you'd like them to do. Additionally, it stands out from the rest of the copy in order that readers can't miss it. From the visual standpoint, a brochure must appeal to your unique 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 your readers.

Simultaneously, consider the image you would like to project being a business. Most B2B firms use a matte finish on their brochures because it looks more distinguished and professional. Retail companies often use glossy finishes, because 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 capture 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 name image is a key ingredient in earning your prospect's trust.