The Elements of Effective Brochure Design1644317

De GEATI - Grupo de Estudos Avançados em TI
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One may think that an actual physical brochure isn't necessary anymore within this digital era, but guess again. A professionally 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 show or an initial sales meeting, you're taking the time to discover each other's businesses. But what happens when you leave? A well-executed capabilities brochure reminds your prospect with the services you are offering and, most of all, what sets you in addition to the competition.

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


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

To connect 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 read the rest of the brochure. To find the attention of your target audience, combine a visually appealing design with an attention-grabbing headline that addresses a robust benefit for the customers. Compelling content. You care more about your business than your prospects do; they are not interested in an in depth history of your company. Instead, they would like to know how your products or services can help them save your time, lower costs, have more sales, or run their business more efficiently. Focus your articles on the problems and challenges your customers 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 quicker. Powerful call to action. The primary reason for a brochure is always to move visitors to the next phase from the sales cycle. Do you need them to see your web site? Get the phone and require a free estimate? Contact you via email to get a downloadable white paper? An excellent call to action tells your readers exactly what you'd like them to do. In addition, it stands out in the rest of the copy in order that readers can't miss it. From a visual standpoint, a brochure needs to appeal to your unique audience. For example, if you serve a more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of the readers.

Concurrently, consider the image you need to project as a business. Most B2B firms use a matte finish on the brochures as it looks more distinguished and professional. Retail companies have a tendency to use glossy finishes, because 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 trap the reader's eye. Include plenty 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 brand image can be a key ingredient in earning your prospect's trust.