Effective Brochure Designs | Brochures That Pitch And Don’t Get Ditched: How To Design Effective Brochures
Effective Brochure Designs | Marketing is about getting new and keeping existing clients. Yes, online marketing can help you do that, but only if you use it in combination with other marketing materials. You may think that a printed brochure isn’t necessary anymore in today’s digital world, but guess again. A well-designed and professionally printed brochure can be a powerful lead-generating tool. Brochures communicate key information about a new product or service, provide insight into your business, and give clients something tangible to see, feel and take with them.
Brochures can boost brand awareness and keep you in the public eye. Unfortunately, simply knowing the potential value of a brochure isn’t enough to make sure it’s effective — in fact, 99% of small businesses still send out poorly designed brochures! Before designing your own, consider the different formats such as pamphlets, checkout brochures, response brochures, mass mailed brochures, and visual aid brochures for presentations that can boost a potential client’s purchasing potential. Here are a few brochure and flyer design tips to help get you on the right track.
Know The Purpose | Effective Brochure Designs
Understanding the goal of a brochure is vital, because only then it will translate into the desired results that you expect. Understand who your targeted audience is, i.e., who your readers are and design a brochure that will appeal to them, as these are the people you have to impress. Why would they want to do business with you? What’s the most crucial thing it can do for them? What is the biggest problem your product or service can solve for them? If you don’t know the answers to questions like these, your brochure won’t do you any good, no matter how beautiful it is.
Your Headline Contains Your Key Message | Effective Brochure Designs
Chances are your brochure will be competing with many other marketing materials. If there’s something unique about what you’re selling, draw attention to it in the headline. The average reader takes less than 5 seconds to glance at the cover of a brochure and determine whether or not to keep it. If your headline or graphics on the cover of your brochure are dull, few potential readers will bother even opening it. Keep it short and to the point – and punchy. Make sure the top third of the front of the brochure conveys you key message, because, in some sales racks, that’s the only part that can be seen by your potential clients.
Reinforcing Pictures | Effective Brochure Designs
Pictures are used to reinforce the message – so make sure they’re appropriate to your audience and showcase exactly what you’re trying to sell. Don’t put a picture of your building on the cover of the brochure. Sure, you’re proud of the building and the way your business has grown. But your clients really don’t care how proud you are of your company, or how big your building is. Avoid too many images as they can reduce impact, and always make sure you include a map!
Short, Sharp Copy | Effective Brochure Designs
A brochure shouldn’t contain everything you want to say – so be selective. Your clients and business partners alike are pressed for time and have many ads fighting for their attention. So they tend to skim quickly through copy. Focus your content on the problems and challenges your clients face and how you solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message more quickly. Make sure your copy is easy to read and skim.
Use Color | Effective Brochure Designs
There’s a reason most brochures are full color – research shows a 50-70% boost in retention of full color leaflets over black and white. Perceived value is higher in your reader’s minds so they tend to keep hold of them longer. Just like combining too many graphics or fonts will clutter your brochure, so too an excessive use of colors can create a look that’s unprofessional, hard to follow and confusing. While using color is good, try to stick to two or three colors for your main color scheme, with slight variations to each.
Pay Attention To Paper Quality | Effective Brochure Designs
You should not be using your own printer and standard paper if you can help it. At home printers are often low quality and don’t make a sharp final image. Floppy brochures hide your message, slip from racks and might even get removed if they interfere with other leaflets. Make sure you print your leaflet on the right paper weight and cutting is done down, not across the grain. When you go to a professional printer, you can choose to use higher quality paper that looks crisp and clean. Talk with them to find out your best option and what you can afford.