Brochures — 20 February 2011
5 Design Components of a Stand Out Brochure

Your company’s brochure is more than just a folded up piece of paper, it’s a way for your business to reach out to potential customers and get them interested in your product or service.  By providing readers with more information about your business, your brochure can answer questions your potential clients may have or inform them about an aspect of your service or product they hadn’t previously considered.

Although choosing a brochure design can seem a bit inconsequential, in reality this choice can make or break any up-and-coming business.  To ensure that your brochure will be effective and bring in new business, there are certain factors that need to be taken into consideration.

Images

When a potential customer picks up one of your brochures and sees nothing but text, chances are they won’t be too excited about reading about what you have to offer.  Avoid scaring would-be customers off by providing them with plenty of colorful pictures and graphics.  When you keep your readers interested in your brochure, you have a much better chance of getting them interested in your service or product.

This isn’t to say that any old picture will do.  Your brochure is a representation of your company, so the image selection should reflect your company’s desired image while also acting as a visual aid for the information found in the text.  Anything from pictures of your product to informative diagrams can help provide the customer with a better idea of what you have to offer.

Text Blocking

Although images are extremely helpful when it comes to drawing in readers, huge blocks of text can still be intimidating and turn off prospective customers.  It’s important to leave a lot of “white” on every page to keep a reader from being overwhelmed by text.  By keeping paragraphs short and using bullets or tables, you can engage readers and keep them from losing interest in your product or service.

Color Selection

When picking up a brochure, the first thing most readers will notice is the color, and if all they see is black, white, and grey they’re not likely to be very engrossed in the content.   Sure, colored ink is expensive, but by spending a little extra money and adorning your brochure with vibrant colors, you can pull in your readers and keep them reading, because after all it’s the content that you want them to see.

Bi-fold vs. tri-fold

The ideal format and style of your brochure depends on what product/service you offer and what you are trying to convey to potential customers.   Most business who design marketing or product brochures go with the tri-fold format, as it allows them to illuminate multiple aspects of their product or service on several pages.   Bi-fold brochures are essentially four-page booklets and are more commonly used as hand-outs for fund-raisers or business conventions.  It’s up to you to decide which format would be best suited to your specific goals.

Social Media Integration

In the past, it may have been enough to maintain your customer relationships solely on a business level.  In today’s world, however, any competitive business has to stay connected on a digital level with social media integration.  When a customer reads your brochure, they may want to subscribe to your service but aren’t sure if they can trust your company.  By connecting with your customers on a social level through sites such as Facebook, Twitter, and LinkedIn, you can build their trust in you and ensure their business in the future.

In the end, an effective brochure can have a huge effect on your company’s bottom line, often meaning the difference between success and failure, but by following these general guidelines you can ensure that your brochure will work hard to expand your business and bring in new customers.

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