Think about it. How many people buy a smartphone because they want to carry a phone around with them all day, or for that matter because they actually plan to use it primarily as a phone?
They buy them to stay connected to people and events, to share information with written words, pictures, to find answers to questions in a hurry, and sometimes, just to show others that they have the latest cool tech device. All of which is why companies that manufacture smartphones and the service provider that make it possible to use the smartphones, focus on the fun people derive from taking photos, sharing, collaborating, and getting a big data allowance each month.
Before writing the copy for your business brochure, make a list of the benefits your customers want to attain when they acquire your product or service. Use that list of benefits to help you write customer-focused copy. The average reader takes less than 5 seconds to glance at the cover of a sales brochure and decide whether or not to read it.
If your headline or graphics on the cover of your brochure are boring, few recipients will bother opening it. You can find free brochure templates on Office.
Use these inside headlines to hold their attention, and move them through the copy. Consumers and business people alike are pressed for time and have many ads vying for their attention. So they tend to skim quickly through copy. Feature-rich bullet points will help keep them focused on what you offer and lead them towards the action you want them to take next. Gray type on a white background and dark type on a dark background are difficult to read. So are pages that have a lot of text and small type.
Break up blocks of type with headines and white space.. After you interest the reader in what you sell, you have to take the next step: tell them what they need to do to acquire it. The following tips explain how to design a brochure that will properly represent your mission, outline what you have to offer your target audience and serve as an effective marketing and sales tool.
A good headline is key. The headline on the front of your brochure should always include the interests and perceived problems of your targeted audience, and be followed by the solutions you can provide.
Many business owners mistakenly lead with their company's basic information. It's imperative, however, to capture your audience's attention and prompt them to read the rest of the brochure. Why bother taking the time to create a great brochure if your audience only reads the front and then discards it?
Remember the basics. Don't ignore the basics when creating a brochure; it should include standard information, such as company name, at least two types of contact information, a logo and tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. All text should be in brief, easy-to-read blocks to provide clarity for the reader. Don't confuse the reader. Avoid the temptation to list too much information on your brochure.
Too many messages will confuse your audience and dilute your main points. Focus on what interests your target audience in a succinct manner, and they'll come away with an accurate understanding of what you can offer them and how you'll do it.
It's OK to be proud of your business, but not at the expense of cluttering your brochure with irrelevant information. Avoid big words. There's no need to impress your target audience by using hard-to-understand words that will send the reader scrambling for a dictionary.
Your goal is to provide the reader with information regarding your organization, and triple-word-score Scrabble words and lengthy acronyms are hardly the best way to accomplish this.
Plain speak is the best course of action. You can support brief headers and sections with a graph format on your brochure instead. That leaves one final section that needs some content. You could also include a QR code to engage your readers. If you have doubts about your copywriting skills, consider an online copywriting service to get your marketing off on the right foot.
Outsourcing copywriting can free up your time and let you focus on designing your content. Some better options? Add a personal touch by using your own headshot as a featured image, or use stylized icons :. Illustration-style images are a great way to add a playful touch:. If stock photos are your only option, do your best to find images that match your brand and fit a single color scheme for a cohesive look:.
Prefer something simple? A bi-fold brochure template a brochure with two sections should do the trick. Whether you choose icons, images, or illustrations, consistency is key!
Inconsistency in image style and color can make your brochure design look unprofessional and will distract from the real hero — your product and your copy. At this point you should have copy and images to fill up all six sections of your brochure, front and back.
Browse through our beautifully designed brochure templates for one that you like containing a similar amount of copy and visuals:. While it might be tempting to pick a template based on style, focusing instead on finding one that fits your content will make your life much easier and you can change up the fonts and colors at the end.
Once you have one that you like, paste in your own copy, and swap out the stock photos for your own visuals. Congratulations, you just made your first brochure. The easiest way to make text look good in a brochure is to centre it horizontally within each of the six sections. Make your image choices look deliberate by sizing them all to match. If possible, crop them to the same aspect ratio:.
Want something more unique and edgy? Make it all about the image by pruning your text to the bare minimum. Leave a ton of white space, or extend your images to fill the entire page:. Sources: Monnet Design , Hannah Souter. Once you have your text and images on your page, you might find your brochure design a little lacking in the excitement department. You can inject some visual interest by adding background colors and images. Create definition between different sections by placing large images in the background of some sections and leaving others blank:.
Or use a solid color in the background to brighten things up:. And add texture by adding image overlays on background images. Dark overlays will help push images into into the background, while bright overlays can bring life to stock photos:. Sources: Venngage , Hillary Jones. When it comes to color schemes, less is more. My favourite brochure designs tend feature just one single bold color occasionally more, but two or three colors at most.
How should you go about picking colors to use for your brochure? This is where your brand colors can come in. If you have them, take cues from your logo or any other marketing materials like your website, business cards, flyers, and carry that styling over:. Sources: Foodora.
Fall back on the hot graphic design trends of the moment. Right now, that means bright colors and bold gradients:. Pick a single bright color and run with it! A black and white brochure with a single-color accent is really easy to get right, and can be quite impactful:. Reds and blues are classic, but if you can, pull a highlight color from one of your images for a cohesive look:.
Last but certainly not least, leave lots of space in your brochure design. Leaving space for your content to breathe will really make that stuff shine:. Keep your layout the same, but swap out colors, images, and copy:. This might seem like a long process, but knowing how to put together an effective marketing brochure is an essential skill for any small business owner or marketer, and our pre-designed brochure templates make it easy!
Brochure designs come in various shapes and sizes most often resembling a pamphlet or an A4 size piece of paper. Play with color and content to repurpose the same brochure design for different products.
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