Designing printed brochures can be a daunting task even for those with some experience in this area. Each aspect of the design must be ideal for the market that you are trying to attract. Even then, once you decide on eye-catching designs and colors that “pop”, it takes a quality printer to know how to fill those colors and make them look just right against the right kind of background.
Designing Printed Brochures
- Think about the purpose of your brochure, and then tailor each element and feature for this purpose. Slant your headings and subheadings so that the goal is achieved and the reader is directed in the way that you want them to go. Your purpose should be evident from the graphics, text, and even the colors selected so that you get good results from the campaign.
- Color selection can be a very important part of designing printed brochures. This process is so important in marketing that there is actually a science involved in order to determine the emotional and psychological effects that each color has on consumers. Know your color associations and then use this knowledge to design more effective brochures.
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- The best brochures out there are the ones that people want to open up and read. From the front cover to the back of the last page these items are interesting, engaging, and compelling. This is the effect that you must achieve if you want to create a great brochure that successfully sells your brand, company, and products or services.
- You have to see through the eyes of your targeted customers when you are designing printed brochures—not through the eyes of a business owner! Consumers in most markets don’t care that your office has 5,000 sq. feet, but they do care about how your products or services can help them, save them time, or make life easier for them in another way. Focus on them, not on yourself or your business.
- Know everything you can about the consumers that you want to attract, before you start designing printed brochures. Who are these people, what do they need, and where are they located? How much do they earn? Do they own or rent? What are their spending habits? Collect as much information as you can before you build your brochure.
- Consider the type of business that you have and the type of customer you are trying to attract when you are designing printed brochures. If you are selling a luxury product or a high end piece of real estate then you need excitement, sophistication, and lots of gorgeous imagery. If you are selling DIY deck kits then you may need far more text and a lot less images.
- Know your brochure anatomy. A brochure has many different elements and features. This includes the front cover, the flap, the wallet, the lips, and the content. Some elements like the front cover have more importance than others, but each element plays a part and must be considered.
- Keep the bigger picture in mind when you are designing printed brochures. A consistent look and feel needs to be achieved across all of your business and marketing components. Your company logo, colors, marketing material layout, and even tag lines and slogans all need to be consistent in every area. Make sure your brochure fits your brand and other elements consumers associate with your company.
- Make sure that the front cover of your brochure is incredible and visually stunning. If you can’t attract the reader at first glance then you have lost them as a potential customer, and the front cover is what makes the first impression. Consider this the face of your brochure and your business, so take the time necessary to put your best foot forward.
- You need a call to action that is clear and direct. 9 times out of 10, your call to action should be repeated at least 2-3 times in your brochure. This call to action typically needs to be highlighted in one way or another. Whether you should do so subtly or blatantly, depends on your market. A good graphic designer can make this text stand out without seeming to stand out, if needed.
What other useful tips and concepts for designing printed brochures can you share?