The Elements of Effective Brochure Design4193568

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. A professionally 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 event or an initial sales meeting, you're taking the time to learn about each other's businesses. What happens once you leave? A well-executed capabilities brochure reminds your prospect of the services you offer and, most of all, what sets you in addition to the competition.

In a initial contact, a capability statment design may 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 an initial meeting. Considering that the brochure is appropriate in front of them, it'll often intrigue these phones learn more about your firm and then visit your website.


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

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

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 won't open and study 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 strong benefit for the customers. Compelling content. You care much more about your business than your prospects do; they aren't interested in an in depth history of your company. Instead, they wish to know how your products or services can help them save your time, lower costs, have more sales, or run their business better. Focus your articles on the problems and challenges your clients face and just how you solve them a lot better than your competitors. Use graphs, charts or images to aid support your articles, and convey your message more quickly. Powerful call to action. The primary purpose of a brochure would be to move people 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? An excellent call to action tells your readers exactly what you'd like them to do. It also stands out from your rest of the copy to ensure that readers can't miss it. From a visual standpoint, a brochure needs to appeal to your particular audience. For example, if you serve a far more conservative market, edgy or trendy design elements might look clever for you, but they don't reflect the mindset of one's readers.

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