The Elements of Effective Brochure Design8500487

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. An expertly designed and printed brochure can be quite a vital lead-nurturing tool. Whenever you meet someone face-to-face the very first time, whether it be at an event, trade show or an initial sales meeting, you take the time to discover each other's businesses. But what happens after you leave? A well-executed capabilities brochure will remind your prospect from the services you are offering and, most importantly, what sets you aside from the competition.

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


An expertly 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 build 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. 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 won't open and study 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 strong benefit for your customers. Compelling content. You care much more about your business than your prospects do; they're not interested in reveal history of your business. Instead, they wish to know how your products or services can help them saving time, lower costs, acquire more sales, or run their business better. Focus your content on the problems and challenges your visitors face and just how you solve them much better than your competitors. Use graphs, charts or images to assist support your posts, and convey your message quicker. Powerful proactive approach. The primary intent behind a brochure is always to move people to the next phase from the sales cycle. Do you want them to visit your web site? Get the phone and demand a free estimate? Contact you via email to obtain a downloadable white paper? An excellent call to action tells your readers exactly what you want them to do. In addition, it stands out from the rest of the copy to ensure that readers can't miss it. From the visual standpoint, a brochure must appeal to your unique audience. For instance, 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 one's readers.

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

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