OK, so you want to create a corporate, product or service brochure. Great move, as the point of a brochure is to lead to an action, such as a sale or interest in your company. So if you’re spending money to have this produced you have to increase the likelihood your potential customer or client is going to pick it up in the fist instance and then read it, right?
So before beginning, pay careful attention to these key elements to give you the best possible outcome.
- Attention grabbing cover
You have to immediately catch the eye with your cover, otherwise, it will just be overlooked. A potential contact must want to pick up your brochure.
It needs to have an uncluttered design and will generally consist of 3 items: The company’s logo, a strong visual image and a title / headline that grabs the attention and peaks an interest. Make sure this is in a large enough font to be legible and create a statement.
- Enticing headlines
Consider what headline is going to peak their attention. You could ask a question on the cover and the answer will follow on the inside. Or you could term a phrase on the cover which again will need a continuance on the inside pages. And a final option would be a more direct route which states unmistakably what you offer – this would generally only work if you know your brochure is in front of prospects you know are in the market for your particular service.
- On brand colour themes
Your brand colour scheme was created for a reason, make sure you stick to those values in all communications. These help you become memorable and recognisable and show you stick to your values.
If you find you only have one or two colours in your brand and feel the brochure would benefit with additional colour accents, have your designer suggest a secondary, complimentary colour palette you can access.
Make sure this is done professionally, you can quickly destroy a brand and a brochure by going berserk with colour that isn’t relative or matched.
- Compelling text
So you’ve caught their attention, but what is going to compel them to read on? A common mistake is to tell them absolutely everything, which is guaranteed to lose them immediately. Be selective and produce short snippets of information. Just enough to give a flavour of what you can do for them. A solution to their problem. Make sure the copy reads correctly and is grammatically correct. If needs be, employ a copy writer. You have to clearly lead them through the brochure through the copy and move them on in a logical manner. So think long and hard what message you would like to get portray and how to lead your prospects,, step by step, to a final call to action.
- Font size, interest and legibility
In order to keep your reader engaged throughout, use a couple of different font sizes and pull out important information and statements in larger, bolder styles. Make sure you have the correct font choice for your message, for example, comic sans would not be the right choice for a high end financial institution. But don’t over do the sizes and fonts, be consistent; headers in one size, sub heads in a smaller size and body copy in a smaller (but legible) size. And limit the font choice to 1-3 max.
- Strategic white space
Whatever your impression, don’t just think it’s a ‘designer thing’ to use white space. It is uses for a reason – to prevent over clutter which in tern leads back to readability and reader to navigate easily through the brochure. Strategic white space allows to to draw focus to key images and/or information.
- Enhanced life Photographic and Illustrative additions
Too much text can be hard going and an easy way to lose the interest of the reader. By interjecting relevant photographic and illustrative images produces more visual interest and impact and can also guide the reader through the brochure. Don’t overload and be selective, the images need to follow a theme and style to be consistent with your brand.Now you have the basics needed to construct your brochure and make an impression. A well designed, informative brochure can help increase your bottom line.