The Elements of Effective Brochure Design8932267

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. An expertly designed and printed brochure can be a vital lead-nurturing tool. When you meet someone face-to-face the first time, whether it be in an event, trade show or an initial sales meeting, you take the time to find out about 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 of all, what sets you apart from the competition.

In a initial contact, a bi-fold brochure design may be more effective than some other marketing asset because it's immediate. Your prospect won't necessarily take time to visit your website after a preliminary meeting. Since the brochure is right in front of them, it will often intrigue these to learn more about your firm after which visit your website.


An expertly designed print brochure is especially important for smaller businesses. It builds credibility by conveying important messages about the value of your products or services. 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 elements of design:

Attention-grabbing cover. Odds are your prospects have very short attention spans. If the brochure cover doesn't immediately catch their eye and pique their interest, they won't open and browse the rest of the brochure. To obtain the attention of your target audience, combine a visually appealing design with an attention-grabbing headline that addresses a strong benefit for your 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 products or services can help them save time, lower costs, acquire 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 much better than your competitors. Use graphs, charts or images to aid support your articles, and convey your message faster. Powerful call to action. The primary intent behind a brochure is to move people to the next phase with the sales cycle. Do you need them to go to your web site? Grab the phone and call for a free estimate? Contact you via email to obtain a downloadable white paper? A good call to action tells your potential customers exactly what you'd like them to do. It also stands out in the rest of the copy in order that readers can't miss it. From your visual standpoint, a brochure has to appeal to your unique audience. For instance, 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 one's readers.

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

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