The Elements of Effective Brochure Design

It's possible to think that a physical brochure isn't necessary anymore within this digital era, but guess again. An expertly designed and printed brochure could be a vital lead-nurturing tool. When you meet someone face-to-face the very first time, whether it be with an event, trade show or an initial sales meeting, you're taking the time to learn about each other's businesses. But what happens when you leave? A well-executed capabilities brochure will remind your prospect with the services you offer and, most of all, what sets you in addition to the competition.

In an initial contact, a bi-fold brochure design could be more effective than some other marketing asset since it is immediate. Your prospect won't necessarily take the time to visit your website after a preliminary meeting. Considering that the brochure is correct in front of them, it's going to often intrigue these to learn more about your firm after which visit your website.



An expertly designed print brochure is especially important for small enterprises. It builds credibility by conveying important messages concerning the value of your product or service. It helps to build your brand, and positions you being a legitimate business inside the minds of prospects and customers.

To connect with readers, every brochure needs three essential design elements:

Attention-grabbing cover. Likelihood is your prospects have very short attention spans. In case your brochure cover doesn't immediately catch their eye and pique their interest, they won't open and browse the rest of the brochure. To obtain the attention of the target audience, combine a visually appealing design with an attention-grabbing headline that addresses a powerful benefit for your customers.
Compelling content. You care a little more about your business than your prospects do; they are not interested in a detailed history of your business. Instead, they want to know how your merchandise can help them saving time, lower costs, get more sales, or run their business more effectively. Focus your posts on the problems and challenges your visitors face and just how you solve them better than your competitors. Use graphs, charts or images to assist support your posts, and convey your message faster.
Powerful proactive approach. The primary reason for a brochure is to move individuals to the next phase of the sales cycle. Do you need them to go to your web site? Get the phone and demand a free estimate? Contact you via email to receive a downloadable white paper? A good call to action tells your readers exactly what you want them to do. In addition, it stands out from the rest of the copy so that readers can't miss it.
From a visual standpoint, a brochure must appeal to your specific audience. For instance, if you serve a far more conservative market, edgy or trendy elements of design might look clever for you, but they don't reflect the mindset of one's readers.

Simultaneously, consider the image you want to project like a business. Most B2B firms make use of a matte finish on their own brochures since it looks more distinguished and professional. Retail companies tend to use glossy finishes, since they make product pictures and pictures stand out more.

Your layout and design of inside pages should work well with the content. Use benefit-driven headers and sub-headers to trap the reader's eye. Include plenty of white space to help make the brochure easily readable.

Make sure the brochure's visual elements - color, imagery, font, logo, etc. - align with and support your brand. Consistency of name image is really a key ingredient in earning your prospect's trust.