A brochure is a great way to reach your target audience and create new interest in a brand, product, or service – there are many compelling reasons why small and large companies alike use them in their marketing campaigns, and so should you. They’re time-tested, much like pop up banners and exhibition stands, and have the potential for a great return on investment.
However, it’s important to understand what a brochure really is. The brochure is much more than a piece of paper with some text and pictures printed on it. It’s a tangible work of art, divided into sections, which tells a compelling story and offers to make the reader’s life more comfortable. Here are some top tips for creating an effective and compelling brochure.
A standard brochure is printed on A4 size or short bond paper and then folded so there are three equal parts. However, depending on the amount of information you want to provide, you can choose your own dimensions. Check with the brochure printing service first, however, to ensure that it remains cost-effective. The size of your brochure will also largely determine the content (in terms of graphical requirements) and the organisation of the grid.
Divide it into parts
Although your brochure should tell a complete, fluent story, it should still be organised into various parts, just like a book has chapters. By understanding the different sections of the brochure, you’ll be much more effective. Here are some hints:
- Front: is used to sell and display your product or service, and to attract attention.
- Back: is used for clear call-to-action (confirmation) and contact information.
- Inside: tells a story in a fluent way; presents solutions to problems and highlights the advantages of your product.
Make it visual
There’s nothing like a striking image or an interesting picture to get your message across. Your brochure is visual, so make it visually appealing and incorporate imagery.
Beware of colours
Certain colours evoke certain moods – there have been many studies that describe what effects colours have on the human psyche. Use colours and hues wisely.
Test and improve
Before you order your printer to provide you with hundreds of copies, have a test-run first. The settings of your home printer may be different from the one at the printing service, which can result in colour differences or border discrepancies.
A great brochure sparks immediate interest, is easy and exciting to read, informative, and encourages the reader to take action. Clarity of message, capturing content, interesting graphics, and an organised layout must all come together to form a whole. Of course, quality of print is essential as well; it will reflect on your brand, after all. Design and distribute smartly, and you’ll notice an increase in sales soon.