The Elements of Effective Brochure Design5757465

De GEATI - Grupo de Estudos Avançados em TI
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You can think that a physical brochure isn't necessary anymore on 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 in an event, trade exhibition or an initial sales meeting, you take 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 offer and, most importantly, what sets you apart from the competition.

In an initial contact, a brochure design may be more effective than any other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after an initial meeting. Because the brochure is appropriate 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 particularly important for small businesses. It builds credibility by conveying important messages concerning the value of your products or services. It helps to construct your brand, and positions you being a legitimate business in the minds of prospects and customers.

To connect with readers, every brochure needs three essential design elements:

Attention-grabbing cover. Chances are your prospects have very short attention spans. If the brochure cover doesn't immediately catch their eye and pique their interest, they will not open and browse the rest of the brochure. To get the attention of your target audience, combine a visually appealing design having 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 reveal history of your company. Instead, they want to know how your merchandise can help them saving time, lower costs, have more sales, or run their business more effectively. Focus your articles on the problems and challenges your clients face and just how you solve them much better than your competitors. Use graphs, charts or images to assist support your articles, and convey your message faster. Powerful proactive approach. The primary reason for a brochure is to move people to the next phase from the sales cycle. Would you like them to see your web site? Pick up the phone and call for a free estimate? Contact you via email to obtain a downloadable white paper? An excellent call to action tells your potential customers exactly what you want them to do. It also stands out from your rest of the copy in order that readers can't miss it. From a 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 personally, but they don't reflect the mindset of one's readers.

Concurrently, consider the image you want to project being a business. Most B2B firms utilize a matte finish on their own brochures as it looks more distinguished and professional. Retail companies often use glossy finishes, because 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 to trap the reader's eye. Include a lot 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 name image is a key ingredient in earning your prospect's trust.