The Elements of Effective Brochure Design444732

De GEATI - Grupo de Estudos Avançados em TI
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One may think that a physical brochure isn't necessary anymore within 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 for the first time, whether it be with 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 will remind your prospect with the services you are offering and, most importantly, what sets you in addition to the competition.

In a initial contact, a flyers design can be more effective than any other marketing asset since it is immediate. Your prospect won't necessarily spend some time to visit your website after an initial meeting. Because the brochure is right in front of them, it will often intrigue them to learn more about your firm after which visit your website.


A professionally designed print brochure is particularly 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 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. In case 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 get the attention of one's target audience, combine a visually appealing design by having an attention-grabbing headline that addresses a strong benefit for the customers. Compelling content. You care more about your business than your prospects do; they aren't interested in an in depth history of your business. Instead, they would like to know how your merchandise can help them saving time, lower costs, acquire more sales, or run their business more efficiently. Focus your content on the problems and challenges your visitors 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 proactive approach. The primary intent behind a brochure would be to move individuals to the next phase of the sales cycle. Do you want them to visit your web site? Get 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 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 the visual standpoint, a brochure must appeal to your specific audience. For example, if you serve an even more conservative market, edgy or trendy design elements might look clever to you, but they don't reflect the mindset of your readers.

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

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