The Elements of Effective Brochure Design8446857

De GEATI - Grupo de Estudos Avançados em TI
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It's possible to think that an actual brochure isn't necessary anymore in this digital era, but guess again. A professionally designed and printed brochure can be a vital lead-nurturing tool. Whenever 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 discover each other's businesses. But what happens once you leave? A well-executed capabilities brochure will remind your prospect from the services you offer and, most significantly, what sets you in addition to the competition.

In an initial contact, a bi-fold brochure design could 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 a primary meeting. Since the brochure is appropriate 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 smaller businesses. 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.

To get in touch with readers, every brochure needs three essential design elements:

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 read the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design 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 a detailed history of your company. Instead, they wish to know how your products or services can help them save time, lower costs, acquire more sales, or run their business more effectively. Focus your articles on the problems and challenges your clients face and the way you solve them a lot better than your competitors. Use graphs, charts or images to assist support your articles, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure would be to move people to the next phase with the sales cycle. Would you like them to go to your web site? Pick up the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? A great call to action tells your potential customers exactly what you want them to do. It also stands out from your rest of the copy so that readers can't miss it. From a visual standpoint, a brochure has to appeal to your specific audience. As an example, if you serve a far more conservative market, edgy or trendy design elements might look clever to you personally, but they don't reflect the mindset of the readers.

Simultaneously, consider the image you need to project being a business. Most B2B firms make use of a matte finish on their own brochures as 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 deal with the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include lots 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 can be a key ingredient in earning your prospect's trust.