1. Pay Attention To The Reader
Create the brochure from the perspective of who will be reading it. You need to bear in mind the various types of people that will be reading the brochure. Few people will read the brochure from cover to cover. Whereas most will skim through the brochure to extract the information most useful to them. Knowing this beforehand will help create a simple layout that is easy to navigate.
A lot of information can be relayed through diagrams, images, charts, and graphs. Avoid industry jargon and try to use the words your audience would use. Address questions with a FAQ section. Testimonials are a must because they always get read. In a nutshell: Your audience wants to know the benefits of dealing with you, so tell them.
2. Plan Out Your Text, Photos and Artwork
The wording and other design components of your brochure are the vehicles that transport your message, so you want to use them wisely. Also, to maintain a consistent and clean look, avoid mixing too many font styles and choose fonts that are easy to read. Consider bullet points and numbered lists as simple ways to make verbiage more user-friendly.
Use one or two large photos instead of many small photos. Your reader will be drawn to larger photos because they offer more visual stimulation and clarity. In addition, captions on photos have high readership - so try to include descriptive captions.
The colours and design of the pages should be consistent throughout the brochure and should complement the subject matter. Full colour is a must for photographs and is highly recommended for any brochure that wants to draw and keep attention.
3. Use An Attention Getting Cover
The cover sets the tone for the entire brochure, so it must be designed well. The temptation is often to proclaim the name of the organisation or product on the cover. However, this practice may not serve you as well as if you started a strong benefit to the reader or asked a question to draw them into a brochure.
The preferred cover headline should be questions or statements directed to your readers. If your organisation has a recognisable logo, by all means place it on the cover but still give it less prominence than your headline.
4. Include A Simple Call To Action
The call to action is what you want the customer or reader to do after they have looked through your brochure. Keep it simple and make the action easy to perform. If the brochure is strictly informational in nature, your call to action may be as simple as Keep This Brochure Handy for Future Reference.
If you want a customer to call for an appointment, your call to action could be Call Today to Schedule a Free Consultation. If you want them to view your website, your call to action might be Visit print24sa.co.za for our Monthly Special. If you want them to stop by your physical location, your call to action could be New Shipments arrive Weekly…Hurry in for Best Selection.
5. Provide Clear Contact Information
For your call to action to succeed, you need to have your complete contact information easy to find on the brochure. The best place to put it is right near your call to action. Also, the back cover is usually where most people look when they want to contact you.
Include as much contact information as possible so that the customer can choose their preferred method of contact – local and toll-free phone, email, website, physical address, etc. Include daily hours, directions, maps or anything else that helps the customer find or get in touch with you.
A brochure should be designed to cast the best possible light on your organization. Of all your printed pieces, your brochures should be created from the best artwork and paper quality you can afford. There are an overwhelming number of options when designing and printing a brochure.
If you have any further questions about the design, printing or distribution of your brochure, give us a call. We can offer you some great advice.