The Elements of Effective Brochure Design237711

De GEATI - Grupo de Estudos Avançados em TI
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One may think that an actual physical brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be quite a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be in an event, trade exhibition or an initial sales meeting, you take the time to find out about each other's businesses. What happens after you leave? A well-executed capabilities brochure reminds your prospect with the services you are offering and, most significantly, what sets you aside from the competition.

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


A professionally designed print brochure is very important for smaller businesses. It builds credibility by conveying important messages concerning the value of your product or service. It helps to construct your brand, and positions you being 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. Odds 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 obtain the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers. Compelling content. You care a little more about your business than your prospects do; they are not interested in a detailed history of your company. Instead, they would like to know how your products or services can help them save time, lower costs, have more sales, or run their business more effectively. Focus your posts on the problems and challenges your customers face and the way you solve them better than your competitors. Use graphs, charts or images to assist support your content, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure is to move visitors to the next phase from the sales cycle. Would you like them to see your web site? Get the phone and require a free estimate? Contact you via email to receive a downloadable white paper? A great call to action tells the future prospect exactly what you'd like them to do. Additionally, it stands out from your rest of the copy in order that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your particular audience. For instance, if you serve a more conservative market, edgy or trendy elements of design might look clever to you personally, but they don't reflect the mindset of one's readers.

At the same time, consider the image you would like to project being 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, because they make product pictures and pictures 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 plenty of white space to 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 brand image can be a key ingredient in earning your prospect's trust.