Although a lot of marketing has moved online, print marketing still has an important role. Printing companies like ours still create beautiful printed materials for many businesses to showcase their products and get their brand in front of potential customers. As printed marketing materials go, brochures still remain one of the most effective options, both in terms of cost and marketing value. Designing an effective brochure takes careful planning, and experienced printing companies can share their insights.
Designing a marketing brochure? Here are some tips from experienced printing companies.
Content & Copy
First, focus on the content. Define your purpose and tailor your message to your audience. Be concise and use bullet points and short sentences to quickly and clearly relay information. Your brochure should have enough detail so your customers understand the product or service you’re selling, but you don’t have to get into the nitty-gritty. Focus on the benefits of your product or service—the why—so your customer understands what they’re getting. Strong headlines and calls to action make your message clear and easy to follow. Finally, don’t forget to proofread. Typos and errors undermine professionalism and credibility.
Visuals & Layout
Your brochure needs to be visually appealing and easy to read. Use high-quality graphics and photos that are relevant to your message. Use white space to create a clean look and avoid overcrowding the page. Readability is key. To that end, choose fonts that are legible, and limit decorative styles to logos or top headers. Use colors that stand out from your background (readability again) and match your brand.
Branding & Printing
Speaking of branding, ensure to apply your brand logos, colors, and fonts consistently. Every section and visual element should clearly belong to your brand.
The physical brochure is just as important as the design and layout. Choose quality paper that feels good to the touch and inks that won’t run or leave residue. Run a test print to check that everything looks and feels as you expect. If you hand a customer a low-quality printed product, they will associate your brand with low-quality services. Even before they open it up to read, the feel of your brochure will tell them about your brand.