Effective Brochure Design

Promoting your business is probably the single most important stepping stone in the path to success. You can have an effective product, diligent and loyal staff, and an amazing service system, but without effective promotion and marketing, no one is going to know to come buy whatever it is you are offering.

The trick is to get the word out without spending your yearly budget all at once, yet still creating the type of results that will help push you towards success. Business cards, web sites, posters, and brochures are all visual mediums of advertising, and each one of them can bring about positive results and traffic. At this present time, we're going to focus specifically on elements of effective brochure design.

Why a Brochure?

Brochures are compact enough that they are easily stored and transported, yet their unique layout (tri-fold design, for example) allows them to display a lot of information in a relatively small amount of space. As well, brochures have been around since the dawn of modern printing, and consumers are accustomed to receiving and browsing them. In fact, you can even design your brochure to accommodate someone's viewing habits, creating the largest likelihood of a sale or commitment to the sales process.

Effective Brochure Design Elements

Given our knowledge of how an average person views advertising mediums, you're best bet at achieving some kind of recognition or conversion is through creativity and interaction. There are a few ways to cater to the sales process while delivering your message:

• BE GRAPHIC - Effective use of vibrant, high-quality graphics have shown to improve the amount of interest that someone will put into a brochure. There is a limit to how effective this can be, so don't go overboard with graphic work. A complimentary mix of colors that will attract attention which is the hardest part, and once you've accomplished that you're in the game.
• ENSURE THAT YOUR BROCHURE IS EASY TO READ - Creative and interesting copy will transform a brochure (a relatively tame and benign part of a sales process) into an effective medium that will generate conversions and revenue. Write the copy for your brochure in the same way that you would write it for any other informative medium: a catchy introduction, compelling leading arguments, and then a conclusive and effective conclusion.
• PASSIVE/ACTIVE SALES INFORMATION - If your brochure is a part of your sales process you may be tempted to include sales messages. Be careful of the messages that you include in your brochure, as if the customer is expecting information, they will likely be turned off by a sales pitch.

Fluid Creativity has been designing effective brochure campaigns for many businesses large and small. Talk to us about your brochure design needs: 0845 6588 373

Articles in this series

• Effective Brochure Design
• Effective Email Marketing