Branding Effective Brochures for Your Business

Turn Your Brochure into a Powerful Marketing Tool, and Not Just Filler for the Recycling Bin

Posted by on January 12th, 2006

You’re dressed for success, wide awake and ready to make your daily sales calls, but will they remember you when you leave.

You just finished a phone call with a prospective client, your script was perfect, your voice did not crack, and they want more information.

You are headed to a tradeshow where your company is going to “wow” the industry with your product.

Brochures can be powerful sales tools, but only if the reader reads them. Is it powerful enough to grab your reader’s attention? Are they really going to read it? Does it show your audience the benefit of your company at a glance?

Do You Need a Brochure Design?

westerra-value-brochure

Nearly all companies have a brochure, or some piece of literature that explains what the company does, the benefits of working with them and how to contact them. You have been through this process and know how much time and effort is involved. The copy was written with extreme care, proofread by every employee to ensure there are no misspellings or grammar errors, and then almost no attention is given to the presentation. Maybe the secretary formatted the copy with some clip art in Publisher in-between the tasks of her hectic day, or the print shop used a template layout for a “quick fix”. You just lost the most powerful impression you can make with any brochure-the first impression.

What Should be Included in a Brochure?

The design and layout of your brochure is just as important as the suit you wear to a meeting with a new client, and the tone of your voice on the phone. The graphics should interest the reader in your content, the layout should guide them across the flow of text, and the use of fonts ought to highlight important text for quick reference.

Look at your current brochure. Does the cover prompt the reader to turn the page and read about you? If they went that far, does the interior layout guide them through the text or do their eyes jump across the pages wondering what to read first? If you have a strong layout, have you used fonts that point out important information, or did you use too many bolds, too many type faces, and too many colors?

When it comes down to the final decision of fonts, graphics and layout, many companies seek a professional designer to make those choices for them. An experienced designer brings years of professional experience, offering additional input and solutions to your marketing endeavors. You can depend on their creativity, problem solving skills and industry relations to provide a visual communication package for your products and services that sets your company in a positive light for your audience. They have the training required to communicate your message graphically and to get it noticed.

mindful_brochure

10 Tips for Designing a Brochure

Here are some simple, yet powerful items that will solidify the design and help it become a marketing tool rather than filler for the recycling bin. When presented with a proof from your designer, or working on your own design, look for the following points in the design and layout:

  1. The use of clip art is avoided where possible. If clip art must be used, due to budget constraints, the images are relevant and customized in some way.
  2. Graphic placement compliments the text within the layout. Avoid using images as block filler and integrate them with the content.
  3. All text is at least .125″ from the edge of the sheet to allow room for trims and folding in the production process.
  4. The column width and font size allows for easy-to-read lines of text, not too short and not too long.
  5. The layout allows for the use of graphics to emphasize the content and provided interest to the reader.
  6. White space is used, and provides visual breaks in content topics, guiding the reader’s eye across the page.
  7. The layout does not have areas of small text reversed out of dark backgrounds as it can become hard to read.
  8. The colors in the design compliment the company image, product line and services.
  9. The color of text is consistent and alternate colored text is used sparingly.
  10. There are no more than two font families used in the layout. Try using a sans serif font for headlines and subheads and a serif font for body copy.

About 

Kandra is influenced in her design by everything from Hubble Space Telescope imagery to the strawberry plants in her garden. Her concepts are known for their characteristic combination of warmth, simplicity and functionality, and for their strong resonance with her clients’ brand and corporate identities.

Questions or Comments? Leave a reply, we would love to hear from you.


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