The Elements of Effective Brochure Design1768562

De GEATI - Grupo de Estudos Avançados em TI
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It's possible to think that a physical 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 with an event, trade exhibition or an initial sales meeting, you take the time to find out about each other's businesses. What happens when you leave? A well-executed capabilities brochure will remind your prospect with the services you offer and, most importantly, what sets you in addition to the competition.

Within an initial contact, a graphic designers could be more effective than any other marketing asset as it's immediate. Your prospect won't necessarily take time to visit your website after a preliminary meeting. Because the brochure is appropriate in front of them, it'll often intrigue these to learn more about your firm and then visit your website.


A professionally designed print brochure is very important for small enterprises. It builds credibility by conveying important messages concerning the value of your product or service. It helps to construct your brand, and positions you being a legitimate business within the minds of prospects and customers.

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

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 browse the rest of the brochure. To obtain the attention of one's target audience, combine a visually appealing design with an attention-grabbing headline that addresses a robust benefit for your customers. Compelling content. You care much more about your business than your prospects do; they are not interested in a detailed history of your business. Instead, they want to know how your product or service can help them saving time, lower costs, have more sales, or run their business more efficiently. Focus your articles on the problems and challenges your visitors face and the way you solve them better than your competitors. Use graphs, charts or images to assist support your posts, and convey your message quicker. Powerful call to action. The primary purpose of a brochure is always to move visitors to the next phase from the sales cycle. Would you like them to visit your web site? Pick up the phone and call for a free estimate? Contact you via email to get a downloadable white paper? A good call to action tells your potential customers exactly what you want them to do. It also stands out in the rest of the copy to ensure that readers can't miss it. From your visual standpoint, a brochure must appeal to your specific audience. As an example, if you serve an even more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of your readers.

At the same time, consider the image you want to project being a business. Most B2B firms utilize a matte finish on the brochures because it looks more distinguished and professional. Retail companies tend to use glossy finishes, since they make product pictures and images stand out more.

Your layout and design of inside pages should fully trust the content. Use benefit-driven headers and sub-headers capture the reader's eye. Include plenty of white space to really make the brochure 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.