The Elements of Effective Brochure Design8864351

De GEATI - Grupo de Estudos Avançados em TI
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It's possible to think that an actual 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 for the first time, whether it be at an event, trade show or an initial sales meeting, you take the time to learn about each other's businesses. But what happens after you leave? A well-executed capabilities brochure reminds your prospect with the services you offer and, most of all, what sets you aside from the competition.

Within an initial contact, a brochure design could be more effective than any other marketing asset because it's immediate. Your prospect won't necessarily spend some time to visit your website after a preliminary meeting. Since the brochure is correct in front of them, it's going to often intrigue these to learn more about your firm and then visit your website.


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

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

Attention-grabbing cover. Chances are your prospects have very short attention spans. If your brochure cover doesn't immediately catch their eye and pique their interest, they will not open and read the rest of the brochure. To obtain the attention of your target audience, combine a visually appealing design having an attention-grabbing headline that addresses a robust benefit for the customers. Compelling content. You care much more about your business than your prospects do; they're not interested in a detailed history of your small business. Instead, they wish to know how your product or service can help them saving time, lower costs, get more sales, or run their business more efficiently. Focus your posts on the problems and challenges your customers face and how you solve them much better than your competitors. Use graphs, charts or images to aid support your content, and convey your message faster. Powerful call to action. The primary purpose of a brochure is always to move individuals to the next phase with the sales cycle. Do you need them to see your web site? Pick up the phone and demand 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. Additionally, it stands out from the rest of the copy so that readers can't miss it. From your visual standpoint, a brochure needs to appeal to your unique audience. For example, if you serve a far more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of one's readers.

Simultaneously, consider the image you need to project as a business. Most B2B firms use a matte finish on their brochures as it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, as they make product pictures and images stand out more.

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