10 Tips on Designing Brochures
Sometimes we want a brochure to establish credibility leading up to a sale. In these cases, we should include client references and testimonials.
If you are attempting to overcome objections, a clear and compelling case has to be made point-by-point. In our business, we've used brochures on our Pune and Manila locations to dispel misconceptions that you can't establish a state-of-the-art design production operation in India or the Philippines.
Brochures can also serve as reminders of capabilities for those prospects not making immediate decisions.
Once you understand the goal of the brochure, you can move on to develop a call to action or what you want the reader to do: buy now, call for more information, schedule a visit, file away for the future, etc. Be sure to include the call to action in your brochure so readers don't ask, "what now?"
3. Decide the format.
Will you print the brochure to hand out or will it be distributed electronically? We use hard copies for trade shows but email to prospects and clients most of the time. You want high-resolution images for print and lower-resolution to keep files sizes reasonable for those documents you'll send electronically or post on your website.
If you are printing, you should determine the budget before committing to a size, number of pages, folding, use of bleeds and paper stock. All of these decisions will impact the final cost and a good relationship with a printer who provides advice can be invaluable. Sometimes you have to sacrifice some detail to avoid the cost of extra pages. Other times, you want to stand out with an odd shape or size and are willing to invest the extra money.
4. Build on your branding.
Your new brochure should be part of the same family as your website, business card, invoice and other documents. Keeping a common look will allow you to use your logo, colors, fonts and other telltale elements to reinforce and advance your brand.