The Elements of Effective Brochure Design2919786

De GEATI - Grupo de Estudos Avançados em TI
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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 could be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be at an event, trade exhibition or an initial sales meeting, you take the time to learn about each other's businesses. But what happens when you leave? A well-executed capabilities brochure will remind your prospect from the services you are offering and, most of all, what sets you apart from the competition.

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


An expertly designed print brochure is particularly important for small enterprises. It builds credibility by conveying important messages in regards to the value of your products or services. It helps to build your brand, and positions you as a legitimate business in the minds of prospects and customers.

For connecting with readers, every brochure needs three essential elements of design:

Attention-grabbing cover. Odds are your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and browse the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a strong benefit to your customers. Compelling content. You care more about your business than your prospects do; they aren't interested in reveal history of your company. Instead, they would like to know how your product or service can help them saving time, lower costs, get more sales, or run their business better. Focus your articles on the problems and challenges your customers face and the way you solve them much better than your competitors. Use graphs, charts or images to assist support your content, and convey your message faster. Powerful proactive approach. The primary intent behind a brochure would be to move visitors to the next phase with the sales cycle. Do you need them to visit your web site? Grab the phone and require a free estimate? Contact you via email to get 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 in the rest of the copy to ensure that readers can't miss it. From the visual standpoint, a brochure must appeal to your particular audience. As an example, if you serve an even more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of the readers.

Concurrently, consider the image you would like to project like a business. Most B2B firms make use of a matte finish on their brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, as 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 a lot of white space to really make the brochure easy to read.

Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of brand image is a key ingredient in earning your prospect's trust.