Marketing Brochure Design Fundamentals
All sizes and kinds of companies and organizations utilize brochures to market their products and services to consumers. Brochures are extremely versatile promotional tools because there is ample space for photos, graphics and copy to promote your business or products while making a lasting impression on your target audience. A brochure that is well-designed will serve you well as an important component of your marketing campaign.
Research and Planning
Your first step should be to research your target market. Learn who your potential customers are and what motivates them. Once you have this crucial information you can use it to develop brochure content, design and theme that will capture and hold the attention of the very audience you want to reach.
Making An Impact-Cover Design
There are numerous printed brochures out there, so how do you make your marketing brochure stand out from the others? A well-designed cover should immediately capture the attention of your target reader and quickly and simply convey your message. It is advisable that you present your Unique Selling Proposition on your brochure cover because it motivates your potential customer to open your brochure to read more about how your products and services can benefit them.
High-Powered Graphics
Full color photos, logos and illustrations are all elements you should include in your brochure design. Photos of your products or someone using your products are very compelling when used correctly. To give your brochure a professional look, it is essential that you use high quality photos and graphics. Employ the services of a professional photographer or invest in a good camera that will take high resolution pictures. Remember that having poor quality printed marketing materials leaves the impression that your offer poor quality products and services. This is not the image you want to project!
Compelling Content
Most consumers only skim through the headlines and subheads of a printed brochure, so it is vital that you make a strong statement and deliver your message to your target group with clear and concise information in your headlines and subheads. Of course, your body copy should elaborate and give details about your products and services, but make certain the important points of your message are in your headers and subheads.
Always state your Call To Action clearly in your brochure. Here are some examples of Call To Action: “Call To Order Now”, “Visit our Website”, “Enroll Today” or “Buy Now”. These statements tell your potential customers what you want them to do and motivate them to act immediately. Do not forget to add all of your contact information including phone, fax, email, website, mailing and physical addresses, so your readers have many options to reach you.
Layout Basics
There are some basic layout and design principles that you should keep in mind as you undertake your marketing brochure design project. Use no more than two-three easy-to-read typefaces and use them in a consistent manner. Always use the same font throughout your design for your headlines and another for your body copy. One way to get variety while still keeping it simple is to use a couple of variations from the same font family. A clean, simple design with a consistent color scheme that also makes use of white space is best. Not every inch has to be filled or your message will be lost in the clutter.
Choosing the Right Brochure Printer
There are a number of online printing companies that offer brochure printing. Usually online printers are less expensive than local printing shops, but it is important to research the printing service you plan to use. Look for a printer that guarantees quality, has low prices, quick delivery and good customer reviews. Use a printer that offers help such as a production or design guide and brochure templates for their customers along with a variety of brochure sizes, paper finishes and folding options to ensure you get a professional quality printed brochure.
