When you’re designing a product brochure, you have one goal in mind: to sell the product.
There’s no other reason you’d invest the time, talent, and resources in creating a product brochure. The last thing you want to do is design a brochure that doesn’t help you achieve your goals.
Product brochure design can be tricky. It’s easy to look at what others have done before and try to mimic their efforts. But what’s not as easy to see is the psychology and science behind their choices, and whether or not they got the expected ROI from their design.
Design is as much art as it is science unless your sole goal is to get attention for your design, rather than sell a product.
These six must-have elements can help you level up your product brochure design and make it ready for sales success:
#1 – Determine Your Brochure’s Purpose
We said it earlier – the goal of your product brochure is to sell. But how can your readers purchase the product? What should they do after reading your content?
In some cases, your goal may be to get readers to reach out to your sales team. Or, you may want them to purchase the product directly from your website.
Whatever you’re selling, you should design your brochure to collect those sales as simply as possible. Lead your readers to the next step, whether it’s visiting your website, making a phone call, or requesting more information.
#2 – Limit Your Fonts
Less is more in product brochure design. While using different fonts can help to emphasize certain content, it’s important not to go overboard. Too many fonts become a distraction. Your core message is lost in a design that looks like an amateur designed it.
And no one wants that image attached to their company!
Instead, stick with one or two fonts in your design. Use formatting options like bold, italics, or different sizing to emphasize important content. This looks much more professional and will keep your core message intact.
#3 – Do Not Fear White Space
Brochures offer limited real estate, which might make you inclined to load it up.
White space is your friend in product brochure design (less is more, remember?). It helps readers feel less overwhelmed by your content. It also ensures your main message isn’t lost in a sea of filler content, forcing you to be selective about what goes into your brochure.
Also, the white space helps readers avoid content fatigue. This is essential in keeping your readers engaged and interested long enough for your brochure to do its job.
#4 – Put Your Audience First
Your product brochure design isn’t about you – it’s about your reader. Put yourself in their position:
- What does the reader need to know about the product?
- What questions are they likely to have?
- What problems do they have that your product can solve?
- Where is the reader most likely to pick up your brochure?
Without a reader, your product brochure is useless and ineffective. It must be valuable enough for the reader to engage with and ideally hang onto long enough to convert.
It’s also important to consider how the reader will come into contact with your brochure. Is it a tradeshow giveaway? Do you mail the brochure to them if they request it? Knowing how they obtain the brochure can help guide the design process. It helps to determine where your reader is in your sales funnel so you can tailor your message to their needs.
#5 – Pay for Professional Copy
Designers are excellent at creating graphics and working with fonts and colors. But professional copywriting isn’t usually their strong suit.
Instead of outsourcing the entire product brochure design to a professional designer, consider handing over the copy to someone skilled in writing for brochures.
A copywriter can help inject critical sales elements into the copy, such as emotion or trigger words. Their words intertwine with your design to create a powerful final brochure that helps you achieve your goals.
Otherwise, you end up with an attractive design with copy that’s not designed to sell. Your brochure will never recognize its full potential, no matter how nice it looks.
#6 – Consider the Final Product
Things like paper stock and finishes are part of your design and should be considered during the design phase. Talk to your printer to see what options they offer, such as glossy or matte finishes, foil embellishments, spot varnishes, or textured cardstock.
You can work these elements into your design for an impactful final product.
Prepare your Product Brochure Design Like a Pro!
These tips are ideal for product brochure design, but what about the rest of your print projects?
We’ve got you covered – head back to the Las Vegas Color Graphics blog for more insights on how you can improve everything from business card printing to direct mail to trade shows and more.