We are highly visual creatures. We can identify images we see for as little as 13 milliseconds and have a remarkable ability to remember them because our brains have evolved to absorb, manipulate, and react to visual information in increasingly effective ways.
So, what we see profoundly affects what we do, what we feel, and what we are. That is why visual types of advertisements, such as brochures, are so effective if done right.
You see, the blend of color, images, fonts, and message, among others in the brochure, impacts how the recipient perceives it and how effective it will be.
To help you achieve your goal of boosting sales, here are six ways you can design a stunning, effective brochure:
1. Know your Audience
You are an archer in a room with three targets. Your bow and three arrows are in hand, but you are blindfolded, so you don’t know where the targets are. What are the chances of hitting the bull’s-eye on even one target? Even if you have an endless supply of arrows, your chances are almost non-existent.
That’s how it is trying to hit the target of increasing sales through a brochure without targeting anyone in particular. And you’ll end up spending too much to address each individual’s unique needs.
Your target audience determines several things about your brochure, from its design to the message, and that is why it is essential to do market research as the first step.
By conducting comprehensive research, you will get insights into your target audience’s pain points and what they value, so you can speak to them personally, increasing your likelihood of converting them.
2. Define your Purpose
You can use your brochure to achieve various goals. Some of them include:
- Letting the reader know that your business exists
- Educating the reader about your products, services, or deals
- Establishing trust between you and your customers
- Boosting sales
As you create the brochure, start with the end in mind. What would you want the reader to feel, think, or do after reading it? After answering that, work your way backward to the start.
As a rule of thumb, your brochure should only focus on one goal at a time, two at the most. Building trust and being salesy simultaneously like,”.… we understand what you are going through so come check out our two-for-one deal before it expires …” will not work. It reminds me of the proverbial hyena who goes for everything at the same time and loses all.
Let’s take a slight detour. The two steps above are done before you start designing your brochure; they are preparatory steps and do what Bob the builder does best: lay a good foundation. How well you do them determines how effective the ones below will be. You can do the ones below perfectly, but your brochure won’t achieve its objectives if you mess up setting the stage.
Now that you have thoroughly defined what you are trying to do and who you are doing it to, it is time to start designing and creating the brochure that can help you boost sales.
3. Grab Their Attention
Our attention spans are on a steep decline. How do you design a brochure that can keep the reader interested long enough for you to pass the message?
Your brochure’s color can make or break its design. Color makes it appealing, enticing the prospect to pick up and read it. Color also affects mood, so you can use it to stir emotions. When choosing colors, make sure not to go too far away from your brand colors and themes.
A striking image that makes a good impression can make an instant and long-lasting impression on the reader. It supports your sales messages and works together with the text to create an emotional connection with them.
However, the image should be relevant to your brochure’s theme, goal, and audience.
Typefaces have their own “personalities” (for the lack of a better word). So, the one you use should match your intention and brand. For example, you cannot use Comic Sans if you are a law firm that wants to appear and sound professional, but it’s perfect for children and entertainment brands. Times New Roman and Helvetica would be better instead.
Also, use only one or two fonts to avoid looking confused and cluttered.
Use Space Optimally
You have minimal space on a brochure, so you should use it optimally and strategically to pass the right message effectively.
For example, you can use different font sizes with bigger fonts for critical information. You can also use gridding or diagonal layouts to convey as much information as possible, with the essential parts standing out.
4. Convey the Message Effectively
One mistake that many businesses make is trying to cramp as much information into the brochure as possible. But not you, though; you already know your audience and know what you are trying to achieve, so you can speak to them directly and to the point. That will help convey the message more effectively.
The body of the brochure should address the most critical question in the readers’ minds: how will this help me? It should focus on the benefits instead of the features and perks to do that.
Have you heard of AIDA? It is an effective marketing formula that has been used for decades due to its effectiveness. It stands for Attention, Interest, Decision, and Action. You can build your brochure around it to make it more effective.
Your brochure will grab the prospect’s attention, get them interested enough to read more, raise the desire for the service or product, and get them to take action, which brings us to the last point below.
5. Add a Call to Action
You should never, under any circumstance, send out brochures that don’t instruct the reader on what to do next. As long as it doesn’t inspire them to act, the brochure is a dead end and means nothing.
This is where the knowledge of your audience and purpose comes into play. At what point in the buyers’ journey are your readers? What are you trying to get them to do? Do you want them to call you for more information? Visit your website or your social media handles? Take advantage of a deal? Whatever the purpose of your brochure, the only way to achieve it is by clearly telling them what you would like them to do.
The effectiveness of your brochures is greatly hinged on how well you prepare. The remaining part is easy once you get the audience and your purpose right. It only requires you to match the colors, design, font, and message with your target audience and purpose. A CTA brings it all together and points the reader to the next course of action.
6. Hire Professionals to Do the Job
In-house designing might seem like a cost-effective option at first, but it soon turns out to be a money- and time-consuming way of producing stunning brochures. Whether you’re designing brochures, letterheads, or flyers, printing them internally can consume a significant amount of your time and money – which is why you should consider hiring a printing company.
If you are looking for a good printing company to help you design or create your brochures based on your designs, reach out to us at Superior Resource Printing & Graphics Inc. We take pride in providing customers with 100% satisfaction. That’s why when our client requests for alterations, we make sure that they are done meticulously and perfectly. Aside from that, we will also provide you with proof before we complete the job.
Superior Resource Printing & Graphics Inc. is a seasoned New York City based printing company specialized in all aspects, sizes, and types of print communication since 1979. We offer printing for promotional products, business cards, and brochure design among others.
Contact us today if you would like our reliable staff to use high-quality printed materials to materialize your project or idea to its visual, printed form.