Although everyone these days seems to be talking about online and mobile marketing, the tried-and-true marketing techniques such as brochures or flyers are certainly not to be scoffed at. A brochure can give a potential customer more information in a more personalized way than most other types of marketing collateral.
If you’re looking to create a brochure to add to your marketing collateral, here are a few tips:
1. Be sure to use high quality photos or vector images whenever possible.
When designing a brochure, you might be tempted to place photos that you found on the web. However, the files found online often do not reproduce well in print. It’s important that when selecting an image for print that it’s at least 300 DPI and is also in CMYK format (or is a vector image) or else it won’t reproduce as well.
2. Use large fonts that are easily readable.
While you want to have an air of professionalism within your brochure, the way to do that is not through the use of complex and fancy fonts. The fonts on the best brochures are actually kept quite simple. Fonts such as Helvetica, Arial, or Times New Roman, although they may seem rather cliché to use, are very comfortable to read even from a distance, such as from across a waiting room.
3. Don’t cram all the information together.
Although brochures are well known for packing a great deal of information into a small space, there are ways to make your brochure look light and airy. One of the ways to incorporate large amounts of information is through diagrams and concise statements or bullet points. Using blank space in between the different sections will help to bring more attention to each aspect of the brochure.
4. Have a single focus for your brochure.
Every brochure should have a focal point that is essential, not a large number of messages with no call to action. Before you begin to design your brochure, decide what the central objective of your brochure will be. Place that central focus in the center of the brochure and have everything else point to it rather than designing as most brochure designers do, from a design first perspective.
5. Remember that brochures are a means, not an end.
You must remember that you are not trying to pack in every detail about your company or service into your brochure. You are simply providing the inspiration for a potential customer to find more information about your company on your website or by directly contacting you through phone or e-mail. With this in mind, limit the information on your brochure to the most important statistics and diagrams that relate to the objective of the piece. Save the rest for a conversation so that you will have something to talk to the customer about in order to close the sale.
6. Use good paper stock.
If there is one aspect of production that separates amateurs brochure design from professional marketing, it is the stock of the paper on which the brochures printed. Basically, the better the stock, the less likely it is that your potential customer will immediately toss your brochure into the trash upon receiving it.