Brochures are potentially the best form of marketing for businesses because they lend credibility to an unfamiliar enterprise and potential customers can review the printed information at their leisure. Brochures are also, potentially, the worst form of marketing as a poorly designed brochure can cause irreparable damage to the business name. Brochures tell potential customers volumes about the company and an impressively designed, colourful, high quality brochure is a tremendous way to advance your product or service. Marketing is about getting customers and printed sales literature is an extremely important advertising medium. This article discusses five of the most important practices for designing successful brochures.
1. Use Interesting Images
If using a stock image, make it creative. Crop it, change the colors or the background, and make it new. Brochures don’t have to be square or rectangular; they can be triangles or circles. They could be in the shape of a basketball, glasses, pyramids, or letter shapes. One organization got a great response from new customers after delivering their brochures in a 32 oz. sports bottle. A visually interesting image and a benefit, such as a special invitation, discount, or sale, will entice potential customers to take a look at what else the brochure has to offer.
2. Use Subheads to Break up Copywriting
There should be a strong, forceful headline and an arresting position statement on the cover page. To make the brochure more readable, include stimulating subheads that give readers the idea of each section. Key benefits should be concise, personable, and distributed throughout because most people will not read the entire brochure at once. The content body should have the right tone and pacing and deliver the message in a captivating, meaningful way.
3. Include a Map
Give your potential customers all the help they need to easily find your business. Maps can be included in brochures for colorful visual and directional aids that complement the business contact information. Retail stores, restaurants, museums, and any business that has a physical address could benefit from having its locality shown.
4. Pay Attention to Folds and Bleeds
Brochures that have blank areas where the background color or image was not printed give a bad first impression. Brochure templates need proper guidelines for folds, margins, and basic formatting elements so that brochures can be cut and folded precisely. Borders of each panel need to have defined printing bleeders which add additional space for extended backgrounds. The bleed allows for small inconsistencies that may happen when the brochure is cut and folded so that the brochure design is not ruined. Templates can have integrated guidelines which help you insert and format text and images quickly. Templates should be able to be adjusted easily to smaller or larger formats. Finally, choose a template that can be saved in different file formats so there will be no conversion difficulty with your design.
5. Ask For Action
The most impressively designed, colorful, high quality brochure could fall by the wayside if the brochure does not ask the potential customer to act. Actions could include calling an 800 number or returning a reply card. The brochure’s selling impact will be significantly increased if there is a benefit, offer, and response request on every page of the brochure.
Colorful, high quality brochures tell consumers what you do, what you have to offer, and how to get in contact with you. It has to catch the consumer’s eye and have enough appeal that the content will at least be glanced at. Marketing brochures can successfully bring you new customers when they make a great first impression.
This article was contributed by Nicole. She writes about business marketing, including proper brochure design practices.