A brochure is an effective way to promote your brand, to provide details about your products, services and company, and to share your unique value proposition. The design and content work in concert to tell your story so there’s a great deal to consider when putting a brochure together.
Start with the content. The amount and style of the content will have an impact on the design. As you develop the headlines, body text, etc., make notes of any graphic ideas that will work well with the text. An outline of what your want to include will help get your thoughts and content organized.
Speak to your audience. Consider your audience’s perspective when writing content and developing graphics. The text and the visuals together should tell a story that resonates with the reader. Give them the information they need to move them along the “buying” process. Avoid using internal acronyms and industry phrases.
Keep it concise. Less is more when it comes to text. Succinct, focused copy will yield the best results. Headlines and sub-headlines guide readers to key information. Bulleted text is easily skimmed and processed.
Include a Call-to-Action. Decide what you want readers to do and feature it prominently. Call for more information. Make a reservation. Get a free estimate. Join your email list. Attend an event. Become a member.
Strong branding. Always include your logo—and tagline if you have one. Adhere to corporate colors inspired by your logo. Design should look like it belongs in the family of all of your print and online marketing materials.
Visually attractive. A catchy title and a strong cover visual are good ways to entice people to open—or save—a brochure. Include plenty of “white space” to keep the brochure uncluttered and readable. Limit variations in type fonts. Instead use layout, scale, color and contrast to grab attention.
Selecting shapes and sizes. Brochures can be designed in a wide variety of formats. Select a format that works well with your text and images. Also consider your budget and how it will be used. Custom designs and specialty papers will drive up costs.
Balance between visual and text. Don’t let the design overpower the message. You certainly want the brochure to be eye-catching, but the ultimate goal is for your audience to read the content. Keep your design clean and simple!
Stay in touch. Include your web address, email address, phone number and street address as well as social media links. Leverage your brochure to enable all your marketing media to work together.
Make it versatile. If you think you will use the brochure to give to customers, as a leave behind and as a mailer, design it so it can be used for all means of distribution. Utilize a panel for mailing information. Offer the brochure as a PDF via email or through your website.
Track results. Include a special offer code, a specific email address, or website landing page for inquiries from the brochure so you can evaluate the effectiveness of it. Ask all inquiries how they heard about you.
Professional help for graphic design, selecting brochure style and paper options is available from your commercial printer. Contact Minuteman Press Newark to find out more.
Links to Holly's previous blogs:
May 15, 2019 - 10 Ways to Control Print Costs
April 11, 2019 - You Never Know Where a Business Relationship Will Take You
February 7, 2019 - Improve Sales With Print Marketing
January 10, 2019 - For You, Your Business, and the Good of the Organization
December 3, 2018 - You Don't Know What You Don't Know
November 9, 2018 - Keeping All the Balls in the Air
July 25, 2018 - How the Personal Touch Helps Your Business
April 25, 2018 - Taking Control of Your Company's Reputation
March 14, 2018 - Why Exactly Would Anyone Want to do Business With You?
February 26, 2018 - Oh No! I've Lost an Employee. Now What?
January 25, 2018 - How to Generate Effective Graphic Design
November 16, 2017 - Avoid Delays and Additional Costs - What to Look For in Your Proof
September 13, 2017 - Before You Press the Print Button, Read This
June 1, 2017 - Let Me Introduce You to Our "Big Boy"
March 24, 2017 - Challenges All Businesses Face and How to Overcome Them
February 1, 2017 - Leverage Technology to Grow Your Business
December 9, 2016 - "I Realized I Had to Make a Change"
September 23, 2016 - Yes, You Can Print That Email
August 1, 2016 - Top Do's and Don't's of Moving Your Business
May 25, 2016 - The Power of Giving Back
March 23, 2016 - What to Look For When Selecting a Printer
January, 25, 2016 - Marketing Made Easier with 5 "Fun"damentals of Marketing
December 2, 2015 - 10 Ways to Plan for 2016
September 30, 2015 - 9 Ways to Get the Most Out of Tradeshow Attendance
July 17, 2015 - How To Take Time Off From Your Business
May 15, 2015 - 10 Cost Saving Tips For Your Printing Jobs
May 8, 2015 - How Promotional Products Help Your Business
September 22, 2014 - How to Get More Out of Your Marketing Investment