Want to know how to ensure your brochure won’t be thrown away? Follow these simple tips.
Full-colour brochures remain one of the most effective marketing tools for your business – however not all are created equal. Too many can be thrown away because they are not relevant, targeted to your audience, are poorly designed – or just plain boring. But, yours doesn’t have to be. With these tips your brochure design will be one that’s not only remembered – but has pride of place in your client’s office.
1. Know your market: This may seem like a no-brainer, but before you even think about brochure design you need a clear idea of who you are targeting. This will make all your future design decisions even easier. What need are you servicing? What are your customers going to get from your business? Why should they choose you over your competitors? How will your product or service positively impact their lives? Does it service their needs? Answering these questions will help provide the framework for your brochure design and help plan your content.
2. Picture quality is key: Even if your budget is tight, you can’t skimp on picture quality in your overall brochure design. This is the first glimpse your potential customer has of your company, and is your chance to hook them into reading more. Aside from choosing product shots that are clear, and high-resolution, you need to consider the other imagery on the brochure, including the all-important holding shot. A professional photo shoot will allow for ultimate control, however, many businesses choose the stock image route for a cheaper, easier option. While stock images can be fine to use, you should spend time – and money – choosing an image that has not been used in mainstream advertising, and one that doesn’t look too staged. Your customers will know when an image isn’t authentic, which will then reflect on your business.
3. Take stock: Your paper stock can also be used as a subtle marketing tool. Thick matt stock could make your business seem modern and luxurious, while recycled paper could speak to the environmentally conscious. Consider your target customer and think about what may speak to them. Remember, it’s the little things that will ultimately get you noticed.
4. Copy matters: Copy is often overlooked for its flashier, picture counterparts, but in fact it’s one of the most important components in your overall brochure design. Content should be clear and concise, but most importantly speak to the needs of your client – and answer all their potential questions. Be mindful also of being too text-heavy. Readers often skim content and will be put off by too many words. Instead, try compartmentalising your content into bite-sized segments, led by engaging headings. These will draw the reader in and encourage them to seek further information. Remember also to stay true to your brand message and to choose a tone that will resonate with your customers – casual and colloquial won’t appeal to business-minded customers, just as a formal tone won’t resonate with millennials. And finally, always have your brochure proof-read. There is no faster way to lose the respect of a customer than basic spelling and grammar mistakes.
5. Include a call to action: It’s simple: if there’s something you want your customer to do – whether that be enquire, send an email or directly purchase a product – you need to include that call to action in your brochure design. This means, including the ways they can take that action, and listing all the ways your business can be contacted. Remember, it’s all about the customer and their needs, so make sure you’re speaking to how this will benefit them.
6. It’s all about balance: The balance between images, information, fonts and colours will be the most important part of the overall brochure design. Only you will be able to decide whether you have the right balance for your target market and whether you have achieved your objective. However, keep in mind the that effective brochures should be visually appealing, concise, speak to your target market, service a need or desire and most importantly inspire action.
