A picture is worth a million words. This is the universal truth, but to substantiate the marketing message, we still need text to inform your target audience. Brochure is an easy way to present the story of your business.
To make your readers engaged, it’s important to ask yourself: Is it for a contest? A cause? An advertising tool? An event? These questions help you understand the purpose and will point you to the right direction.
Remember, everything included in a brochure is a direct communication with your audience. Get information that relates to the objective of the brochure, so you can properly layout the words and choose a design theme that is suitable for the purpose.
A good brochure is a succinct presentation everything you want to summarize about your company.
When a brochure has a bad layout, inappropriate graphics and color compositions, or not enough blank space, it makes the readers difficult to follow or feel withdrawn.
Brochure is a communication tool. It is crucial to know your target audience to captivate their interests.
For instance, if you are touring company targeting leisure travellers, then choose a design theme that is suitable for adding travelling photos, highlights and testimonials. The more you can emphasize the needs and wants of your target audience, the more effective it will be.
Now, if you are not familiar with the nature of the business, use your time wisely to speak with your sales reps or customers. Use their responses as a good point of reference for what kind of information you need to provide in the brochure. This will give you ideas about what you can highlight in your offering to match with what the market needs are.
Your goal is to design a brochure with originality and uniqueness to set yourself apart from competitors. Think about design that can stand out even when it is stashed up with many other leaflets in a rack. Think about brochure as an art of communication to bring out brand identity through creativity.
Pitfall #1: Don’t go overboard with font or fonts you like. While it can be an interesting experiment to have multiple fonts in the brochure, it can also be a distraction for the readers. Making this an unfriendly experience when they read through each section in the brochure.
Advice #1: Restraint the number of fonts and which fonts you’d like to use. See if your company has a signature font, and go from there. You can use it for the entire brochure or add one or two more to spice it up.
It’s a brochure. It’s not a book.
Pitfall #2: Stay clear from listing the full achievements and history of your company. Do not put full length information about products and services. Too much content will confuse the reader and makes the main point of the brochure unclear.
Advice #2: focus on what the market is looking at. Pinpoint an interest clearly to make the readers easy to follow.
Pitfall #3: Avoid using complex big words. The more you use, the less credibility you will receive. You do not want to make your audience feel distanced away from you.
Advice #3: Stick with simple English to convey your main point.
We also recommend choosing an appropriate headline for your brochure. If it’s for advertising, the headline should show products or services offered and what it can do for the customers.
If you are flexible to make different designs for a one project, then flex your design muscles. Not all brochures should look the same.
In today’s market, you can use this traditional print medium to create more than one brochure design with the same information. This will bring your audience an option to choose based on what appeals to them the most.
The objective for a design is to be long lasting. You want your readers to keep the brochure instead of throwing it out. This requires using quality paper, choosing the right fonts and colors, and adding informative content. The reader should be able to see the value of keeping this brochure as a result of the design and valuable content.
Pre-designed templates can make your job much easier. They provide layouts, color and type choices that help you save time when designing. We have curated a few of our favorite ones below: