A brochure often looks like a small handbook. It contains information about the company or product to the target audience and can be distributed in offices and at exhibition stands, sometimes sent by mail to customers and business partners. To make a nice brochure, you need to adhere to certain tips. Below, you will find some of the most effective recommendations.
How to Increase Sales with the Help of Brochure?
From a marketing point of view, an ideal brochure attracts attention, increases interest and the desire to learn more about the company. Design is responsible for the implementation of the first two aspects because even the most ingenious content is useless if the client does not want to read it. A creative brochure design will help grab the reader’s attention and encourage them to explore your product. This is because a person receives about 80% of information visually, instinctively reacting to everything bright and unusual. The only thing that remains after creating a brochure is to save it in the relevant format (preferably PDF) and combine PDF files if necessary.
Here are 10 tips for creating cool newsletters and handouts:
1. Strive for simplicity
Don’t try to impress customers with an abundance of colors or complex graphics. A simple brochure design can be incredibly effective and not boring at all. The use of contrasting colors in the classic design is always appropriate. The brochure is not visually overloaded with details, so it looks professional.
2. Think about the client
People are interested in what is beneficial to them. They do not buy a product or service because they sympathize with you, but because they solve their problems. A person spends 5 seconds inspecting the cover to determine whether he is interested in what is inside or not. If he is not “hooked”, your efforts and money are wasted. Therefore, even if you are very proud of the product, you should not put it on the cover. By the way, when choosing a title block for a brochure, use the rules for selecting titles for blogs — it really works.
3. Provide easy navigation
You need to interest the customer but not confuse him. If you want to bring the reader some idea — take him along the route you have set:
- Structure your brochure with more than 8 pages;
- Add content page in the beginning: it will be easier for the user to find what they need;
- Use bulleted lists: they are eye-catching and generally provide an understanding of what the brochure is about.
4. Try different formats
It’s up to you whether to make a brochure in a standard book format or try more original options in the form of a circle, map, pyramid, or origami. However, the reader should be comfortable using it and carrying it in the pocket. For example, the accordion format allows you to see the entire content, and it does not take up much space.
5. Use a 3D effect
Advertising brochures that are designed with discreet illustrations can be accompanied by 3D elements, for example, combining them with analytics of reports of financial or insurance companies. If your activity is related to construction or architecture, 3D elements will add realism to images. You should not use this technique on every page — 2-3 pages is quite enough.
6. Choose a material that will enhance the image you create.
Consider the printing materials that will match your image. The high-density paper will add solidity to your brochure. Designer materials will emphasize that your company is following modern trends. If you want to emphasize social responsibility and environmental friendliness of your production, you can use recycled paper.
7. Add positive emotions and humor
Most of the brochures are copies of other files: the same format, similar stories about the brand, photos of stressed employees, or illustrations from free stocks. It’s boring and doesn’t help to sell services even to banks and insurance companies. Take the opportunity to present your product in a fun way, like the Natural History Museum of London did.
8. Save trees and your readers’ time
Remember that you are creating a brochure, not a memoir. Do not seek to tell everything about yourself — highlight only the key information that is valuable to customers. The smaller the brochure, the more chances it has to be viewed. For example, an insurance company might focus on:
- The amounts and % of payments, confirming the effectiveness;
- The presence of their own medical centers, demonstrating the availability of their services;
- Cooperation with international companies, etc.
The construction firm can include the following information:
- The number of facilities built in the last 5 years;
- Photos of finished buildings with adjacent infrastructure;
- Current projects, their competitive advantages.
9. Apply triggers
A trigger is an event or object that causes certain associations and experiences. For example, the brochure about snowboarding may include from the icy blue to the mountain slope-shaped pages.
10. Pay attention to functionality
A brochure can be more than just a source of information about a company or a product. Make it useful by increasing your chances of avoiding the trash can. If you produce cosmetics — advise on skincare. When offering ski equipment, add a list of popular resorts. If you work in design, add the information on how to apply colors in printing and design correctly.
Beautiful brochure design is half of success. A positive result after watching it is not a wow effect, but lead creation or sales growth after attracting new customers. An effective wrapper is needed to make the reader want to visit a website or contact a company. To facilitate this task and to motivate the customer to further actions, include links to your website and social media profiles in your flyer. Add a QR code associated with a specific landing page — so you immediately focus the client on the information you need. Good luck!