Brochures are a standard tool for promotion and advertising.
You see these little things–brochures, everywhere, airports, metro stations, on the street corner or, targeted, in a doctor’s office, a hotel or a restaurant.
A lot of effort goes into making a quality brochure, starting from a sketch that leads to a design and ending with the text that goes in it and has to be very carefully written to transmit the proper message.
[The following are brochures that SketchPad has designed.]
We’re leaving the text part to copywriters to do their best with it, but the design is left to us and we must make a pretty damn good job to attract the possible clients that get the brochure.
For us to have made a good job means that the brochure’s design is a great one, not just good, so you have to try making one of the best that there are on the market.
Often a small but very informative leaflet, mainly called a brochure design usually aims to promote or advertise services and products, companies and events.
It’s one of the best possible ways to cram a blatantly bright piece of paper with all the necessary information about the object which is advertised.
Proper deign and felicitous text of the marketing brochures can easily catch attention and give a hint to some actions, desirable by the person or company, depicted on the brochure itself.
Promotion of goods and services cannot be restricted to only one tool. Most of the famous companies and organizations usually deliver core information about them in all the possible ways.
They employ internet resources like advertising, billboards, letters, and brochures, of course.
They distribute marketing brochures almost everywhere and it really works. If you want to succeed in selling something, you should take into consideration the fact, that some people have different prejudices and most of them are superstitious.
Some of them will never consider online shopping and are sure that all the advertisement on the internet is simply spam.
Other would think that radio advertisement is not reliable and it is not worth coming to your office. Things get better when it comes to brochures, especially well-designed ones.
Paper is something most of the population on the planet got used to and people usually don’t suppose it to be something suspicious and unreliable.
So how to make a good brochure? Below you’ll find some tips.
Tips for learning how to make a good brochure:
Know What Your Reader Wants
There’s one famous quote: if you want to catch a thief think like a thief. The situation with potential customers is very similar.
If you want a customer to come to your office, to buy your goods, to use your service, the first thing you should think of is the information your customer will be interested in.
You can be the best in your city in your field, the best in your country, but all the benefits you can offer are risking to remain unnoticed unless you represent them in the right way.
Right representation in this very case means that you should fill your brochure with the information your customer is most likely to be interested in.
That is to think thoroughly about all the key points concerning your goods and services and provide answers to the most crucial questions in the logical sequence of thoughts which may arise in mind of potential customers.
Visuals in a marketing brochure
Recent studies have shown, that we perceive 80% percent of information around us only visually. This fact leads to the conclusion, that one of the most important parts of your creative brochure is a photo or picture.
Brochure graphic design should be attractive and be inviting, able to grab attention at a glance and to make the customer interested in reading the information you want to deliver.
It goes without saying that quality and resolution of graphic materials should be as high as it’s possible nowadays. One more tip: if you want to promote your company on the whole or to launch the brand it’s worth placing the emblem of company or motto where it can be easily noticed.
Colors should be bright and eye-catching, but should also correspond with the ones used on the picture or photo, to make your pamphlet designing look more organic.
Bear in mind that in marketing different colors deliver different massage. So make sure the shades you choose correspond the aims you pursue. Violet usually implies luxury and opulence, while blue and all its hues represent intelligence.
One more important thing is general look or design of the brochure. If you want to advertise some funeral services, it’s better to create modest leaflet, while promoting spa services implies luxurious look that will invite you to indulge yourself with pleasant relaxation you deserve.
Think of simple statements
Everything is good in moderation. In your attempts to make the marketing brochure as noticeable and eye-catching as possible it’s important not to overdo. Bear in mind that your brochures should be created for the average person who may not be much aware of complicated peculiarities your services include, as it often happens in the field of medicine.
Brochure layout and fonts also matter. Although many people often try to stand out so much, that it leads to the contrary result. Many designers and agencies often use the same design strategies for a huge amount of projects while making creative brochures.
They don’t follow this way simply for the sake of laziness, lack of fantasy or deadlines hanging above their heads. From one project to the other professionals notice objective laws common for all the brochures and other types of advertisement they produced.
One type of font attracts attention at a glance and the other is so blatant that it rather distracts.
Readability in a brochure design
The leaflet shouldn’t simply be good-looking and bright; it also should be readable and informative. The brochure is supposed to cover most important and relevant information.
There’s no use to distribute brochures which contain incorrect address on the internet or the phone number using which people can never get through.
It sometimes happens that a brochure is quite big. In this case, it’s better to include a list of contents in order to simplify navigation through the pages.
Motivate your reader to look inside
Leaflet should be inviting and understandable. If you scare away the customers with complicated and alien terms from the very first page, you’ll fail to promote and sell the goods. Try to invent a statement or a phrase that will make even an average man interested in the thing you advertise.
People are always looking for some benefits, so try to introduce some discount or special offer on the front page so that the reader has at least slight interested in looking inside the brochure.
As soon as you’ve attracted his attention, he’s on the hook. Now you can familiarize him with everything you supposed to be important concerning your product.
Describe your product in the marketing brochure
While describing your product it’s necessary to outline obvious benefits. For example, if you describe a hairdryer, it’s not enough to tell that you can dry your hair with it.
You need to say it has special protective functions so that it won’t damage your hair as much as many other hairdryers in the market can. Designing brochures should always include this aspect.
Make it Personal when designing brochures
While delivering an oratory to the huge audience eye contact is inevitable. But printed advertisement doesn’t include such a great advantage, although, it has another not less valuable instead.
While considering different brochure ideas, it’s more effective to address personally. If people are addressed this way they feel some sort of their uniqueness, individuality and perceive it as a friendly conversation rather than intrusive, irritating advertisement.
Talk about your reader’s needs
No matter how much you like your business and your company, brochure design inspiration should serve you well. People want their problems to be solved and solutions found.
If you describe all the benefits of services in your company, you are likely to fail as people don’t want to read about you, they want to be heard. Unless you provide them with possible solutions of their problems while addressing them, they will never get interested in you.