Best Practices for a Brilliant Brochure Design
People love to talk about themselves - where they're from, the vacation they just came back from, their dog, and the cocktail party favorite, what they do. Brochures are a great tool for explaining just that - what you / your business does. They are effective ways of outlining the goals, services, products and opportunities of your business by combining eye-catching aesthetics with charming content.
In this post, I will go through the main elements of what makes for a successful business brochure.
1. Know your brochure anatomy. Just like any body, a brochure is made of up key components.
- Front Cover / Heart: The front of the brochure is the place to capture your audience’s attention and interest, so they want to read what lies within the fold.
- Flap / Soul: Now that your reader has moved past the front, use this space to briefly summarize how you can help your prospects.
- Contents / Brain: The brain of the brochure is located between the front cover and the back panel. This is the space to drive home your business message, offering, product or service using high quality images and clear, intuitive text.
- Back Cover / Wallet: You have delivered the value and captured your reader’s attention so now is the time to present them with your call to action (usually this is where you would see a business ask for a donation or money, hence the nickname, “wallet”). Other examples include encouraging the reader to follow your business on social media or using a specific coupon code at their next in-store purchase.
2. Define the purpose first. Have a clear goal in mind about why exactly you want to have a brochure for your business. Are you having a special promotion or event or are you looking for an interactive tool to list your products and services for prospective clients to see? Defining those objectives up front will make the rest of the process a piece of cake.
3. Use simple statements. Your reader has a short attention span. Keep them engaged and looking through your brochure by using short, simple sentences that get straight to the point.
4. Incorporate quality visuals. You’ve heard the phrase, “A picture says a thousand words,” right? Use this to your advantage in the space of your brochure. High quality photos, graphics and charts are great ways to retain your reader’s attention while driving home your message or offering.
Now that you’ve defined your goals, explained your purpose and packed a punch with incredible visuals, you’ll need to throw yourself a cocktail party to celebrate your new leads and client conversions!
Have any tips on how you came up with a brochure for your business or helped a client design one? Share your thoughts and expertise in the comments below!