The humble brochure is an essential tool in a marketer’s arsenal. The stacks of tiny paper implements are mobile, easy to distribute, and effective and brand awareness—but only if they’re designed properly!
That being said, your brochure design needs to be attractive, exciting, and highly engaging to be truly useful for your business. Aside from that, it also needs to encapsulate your brand in a digestible way for it to work.
Here are four actionable tips and to help you create effective brochures:
1. Emphasize the benefits of your products or service
Every marketing endeavour starts with an understanding of your customer’s needs and wants. While a brochure is supposed to help you sell your products or services, its contents should be curated in favour of your customer’s interests.
As such, it’s best to refrain from talking too much about your company’s history and the people who run it. That information is best reserved for the “About” page of your website. The limited space available in your brochure is best left to describe how your products or services will make your customers’ lives better.
2. Include relevant and high-quality images
When it comes to eye-catching media like brochures, it’s always best to show, not tell! Instead of going on about how good your product is, your brochure design should have high-quality images of the product you’re selling; that way, your potential customers can see it for themselves.
As for services, try to show the results of your work and use evocative imagery. Instead of using pictures of cleaning equipment for a residential cleaning service, for example, use a family picture enjoying a comfortable and cozy living room. Better yet, show before and after images of real cleaning jobs you’ve handled—that’s sure to leave an impression!
3. Make it readable
Don’t give your customers a hard time reading your brochure. Apply proper colour contrasts and reasonable font sizes to ensure the document’s readability. That being said, readability is more than simply colours and sizes. It also boils down to how much text you include in the brochure.
There are no hard and fast rules in designing a brochure, but most customers don’t like looking at blocks of text on your brochure. Incorporate enough white space and limit texts to short captions. For crucial information such as product features or services, use bullet points for emphasis.
4. Include a Call-To-Action (CTA)
After all the hard work you did to convince your customers about the benefits of using your products or services, the biggest mistake you can make in designing a brochure is forgetting to include a CTA. The CTA is a simple string of text telling your customer what to do next. It can be as short as “Contact Us” or “Give Us A Call.”
The most effective CTAs include a brief description of the benefit that your customers can get if they perform the desired action. A good example of a benefit to include is an exclusive and limited discount, which adds a sense of urgency to the CTA!
Brochure Design FAQs
- What is the difference between a brochure and a flyer?
Both brochures and flyers are important marketing tools. The terminology is often loosely used and can be interchangeable. However, among designers, there are clear differences.
A flyer is usually a single unfolded printed sheet of paper used to announce a single event, product, service, or idea. The information contained in flyers is typically straightforward and digestible within a few seconds of reading.
In contrast, brochures are usually printed on a bigger piece of paper printed on both sides, with folds used to divide the brochure into sections and make it easier to handle.
- Which software is best for brochure design?
Most professional designers use Adobe Indesign. However, any software with the ability to add images and text, such as Keynote or Powerpoint will also do the job. Designers with no access to editing software can use online browser-based platforms like Canva or PicMonkey instead.
- How many pages should a brochure be?
There are no real limits to how many times you can fold a sheet of paper to make a brochure. However, conventional designs typically have multiples of four to ensure that there are no blank pages within every fold.
The Bottom Line
With the rise of social media, it can be tempting to think that the era of brochures is over. This cannot be farther from the truth! Provided that they are professionally designed and printed, the brochure is a highly cost-effective way to earn new customers. If you’re having trouble with designing a brochure for your marketing campaigns, then hire a marketing agency to help you out!
If you’re looking for a digital marketing agency in Montreal to help you with creating effective sales brochures, then we’re the ones you need! Our services include brochure design, content marketing, website design, and email marketing, among others. Contact us today to learn more about our services!