The Elements of Effective Brochure Design3344105

De GEATI - Grupo de Estudos Avançados em TI
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You can think that a physical brochure isn't necessary anymore in this digital era, but guess again. An expertly 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 learn about each other's businesses. But what happens when you leave? A well-executed capabilities brochure will remind your prospect of the services you are offering and, most importantly, what sets you aside from the competition.

In an initial contact, a bi-fold brochure design can be more effective than every other marketing asset because it's immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Considering that the brochure is right in front of them, it will often intrigue these phones 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 in regards to the value of your merchandise. It helps to construct 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. Chances are your prospects have very short attention spans. If the brochure cover doesn't immediately catch their eye and pique their interest, they don't open and read 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 are not interested in reveal history of your small business. 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 clients face and the way you solve them better than your competitors. Use graphs, charts or images to help support your content, and convey your message more quickly. Powerful proactive approach. The primary purpose of a brochure is to move individuals to the next phase of the sales cycle. Do you want them to visit your web site? Pick up the phone and require a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells your potential customers exactly what you want them to do. In addition, 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. For instance, if you serve a far more conservative market, edgy or trendy elements of design might look clever to you, but they don't reflect the mindset of one's readers.

Concurrently, consider the image you want to project being a business. Most B2B firms utilize a matte finish on their own brochures since it looks more distinguished and professional. Retail companies often use glossy finishes, since they make product pictures and pictures stand out more.

Your design and layout of inside pages should deal with the content. Use benefit-driven headers and sub-headers to catch the reader's eye. Include plenty 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 image is a key ingredient in earning your prospect's trust.