You may already know some methods when it comes to designing your brochures. Based from what you already know, you may think that you already have the perfect brochure design for your business. But with that said, do you know about the attributes that make up a good brochure?
These attributes are the variables that make up your brochure even before you have completed your design. It is best to know them before settling on the appearance itself. What are the two attributes that make an excellent brochure?
Brochure Design: Type 1 Attributes (The “Pre-sell” Brochure)
Your brochure must be able to grab the attention of the reader. It must evoke some emotion from the reader that will encourage them to continue reading. When they see it, they should want to pic it up and see what it says. In order to do that, it must first have an eye-catching headline.
Your brochure must be designed with the general public in mind. With that said, don’t try to fill your brochure with unnecessary information. Short paragraphs with decent amounts of white space is recommended. Use interesting pictures to keep the reader’s attention.
Depending on what you’re advertising, it should contain a “call to action” that requires the reader to contact your business via phone or email. Also (depending on what you’re advertising) you may want to encourage the reader to come to your store, cut out a coupon, or perform any other action that allows you to get the reader’s contact information.
In essence, your brochure should be used as a way to get the reader’s contact information. Think of it from that angle when you are creating your brochure design.
Brochure Design: Type 2 Attributes (The “Sold” Brochure)
Think about this kind of brochure as the main dish – unlike the previous type. This brochure is intended for the client who’s already familiar with your company and its products.
The client most likely has already seen your “Type 1” brochure. This type of brochure however can go into details regarding your product/services. This brochure will provide the client with much more information.
This kind of brochure is not supposed to be shown to the general public – as it provides way too much information for the casual reader to pay attention to. The first type of brochure can be easily inserted into newspaper and magazine advertising campaigns.
Your “Type 2” brochure however, would only be displayed within your business. Clients who want to know more can simply walk in and get these brochures.
Use The Right Brochure Design For The Right Market
Using the right brochure design for the right purpose can make the difference between a successful print marketing campaign and an exercise in wasting money. Consider the purpose of your design first and make the brochure that will work best for you.