Brochure Design – A Guide to Creating a Brochure
Why produce a brochure
Brochures have an important role to play in promoting your business. They are usually used to provide additional information about your business, products or services that support your other marketing activities. When you’re about to start creating a brochure, it’s important to consider all your marketing activities and how the brochure will fit into the mix. How the brochure integrates with your other marketing materials Your brochure can be used to support your other marketing activities in several ways, you can:
1. Leave the brochure to potential customers after meetings.
2. Include your brochure with mail merge to provide additional information about your organization.
3. Send your brochure in response to requests for more information about your organization.
How your brochure will be used will help you decide what information to include in your brochure. For example, if your brochure is included in a direct mail advertisement for a specific service you offer, you may want your brochure to include more information about your company and how you work. Direct mail will provide information about the service you offer and the benefits for the potential customer, and your brochure will provide information illustrating your company’s track record, the way you work, and will usually reassure the customer that you are able to handle this type of work.
Not all brochures are the same
The brochures are available in a wide variety of shapes and sizes, from a simple two-pronged design to elaborate pocket shirts containing multiple pages and spacers. Your organization can have a brochure or brochure for each product. The brochure can provide additional information about your organization or a specific product. The type of brochure that best suits your organization will depend on the nature of the information, your budget to create the brochure, and how it will be distributed. For example, if your brochure will be mailed to potential customers, a large brochure printed on a quality card will likely increase your shipping costs. Whereas if this brochure is intended to be given to potential customers at trade shows and after meetings, shipping costs will not be a problem. So it’s important to focus on how you’re going to use your brochure, the best layout, and the weight of the paper to use.
What information to include
When you have decided on the place of your brochure with your other marketing materials and how it looks in terms of paper size and quality, you can start to focus on the information it will contain.
Consider the audience. Who will read the brochure? Carefully analyze your target market and imagine the types of questions that people who consult your brochure are likely to have. Decide if the other marketing material will sufficiently answer their questions or if additional material is required. This will give you an idea of the information you want to include in the brochure.
Structure the information in the brochure based on the audience analysis. Take your audience on a journey, while they are reading your brochure, the information should move from brief descriptions to more detailed information. When you do that, think about how people will read your brochure. Most people briefly fly over the front and back, before taking a quick look at the middle. They then assess whether it is worth reading later. The main things that are read are the titles. Therefore, make your titles brief and focused on the benefits. The title should inform the reader of the information he will get by reading the section and arouse his curiosity.
Use visuals for clarity, for example, illustrate your points with tables, graphic illustrations, or photos.
Use an informal writing style, talk to the reader using “you”, this makes it more interesting for the reader and gives the impression that you are talking to him directly. Use mainly active voice. To do this, when you write a sentence, start with the subject, follow with the verb and end with the action. For example “The company employs twenty engineers”. Use the passive voice from time to time to prevent the writing style from getting boring, but keep the active sentences/passive sentences ratio high. Passive voice is best used when you want to put more emphasis on action. “Twenty engineers are employed by the company.”
Review before printing
When you have finished the brochure, it is wise to review your work yourself by reading the text aloud to be sure it makes sense. Check for spelling mistakes, especially those that the spelling checker misses as a form instead of. Also, check: Accuracy to ensure that all information is correct. Clarity language and explanations are unambiguous and easy to understand. Organization to ensure that information is logically ordered Visual efficiency
When you’ve done this, ask someone else to check the same things to make sure you haven’t missed anything.