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Three Tips for Designing Brochures that Sell

By , September 7, 2016

PublicationDesign-PINTEREST

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Even in the digital age, printed brochures and “leave-behind” pieces are still an important part of every business’s marketing mix. But is your company brochure actually selling your products and services, or is it getting tossed aside?

Here are three tips to ensure that your brochure is getting the job done!

1) Ask yourself the right questions.

Don’t piece together your brochure without first considering what you want it to accomplish. By asking the following questions, you’ll be able to set a goal in your mind and design content aimed to push the reader toward a specific action, such as calling for a quote, visiting your website, or inquiring about a new product.

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What is the purpose of the brochure?
Who is your audience?
Is the brochure design consistent with your brand’s identity and voice?
What is the main message and call to action?

2) Plan your content.

Keep in mind that your customer doesn’t know your product as well as you do. Use clear, concise language and avoid using technical terms. Headlines should be short, and sentences and paragraphs should be informative and concise. Don’t forget to fact and spell check!

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The way your content is organized is equally as important as the content itself. Here’s how you might arrange your brochure’s multiple panels:

Front Panel:
This panel should contain an easy-to-read title with a logo and main contact information.

Inside Panels:
These panels contain the most information, but be careful not to overcrowd them. Be sure to keep enough white space!

Back Panel:
This panel should contain all a brief company bio, contact information, your website’s URL, and social media handles.

3) Use quality materials.

Nothing is less impressive than pixelated photography or poor graphics. Your marketing materials should make an impact! Choose fonts that are clean and easy-to-read (Canva's article The Ultimate Guide to Font Pairing is an excellent resource if you aren’t a font expert) and don’t mix more than 2-3 different fonts.

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Use images that are high-quality and tell the story of your brand. Have photographs taken professionally (or if you happen to have an excellent photographer on your staff, have them take the shots). Another option is to use stock photography. There are both paid and unpaid options – keep in mind that if you purchase a stock photo, you can use it over and over again for your brochures, postcards, website, and other materials. Invest in images that you’ll get utility from!

Here are a few free and paid stock photo options:
www.freerangestock.com
www.unsplash.com
www.flickr.com/creativecommons
www.123rf.com

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Now that you’ve invested time and effort into designing an effective brochure, you’ll want the finished product to look its best. Select a sturdy paper stock that will highlight and enhance your content. Conlin’s staff is always available to offer assistance in choosing the best paper stock and size for your project.

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Jaime is a Brand & Identity Designer and Creative Director. She has over fifteen years of professional hands-on experience as a graphic designer, creating, establishing, and maintaining social, corporate, non-profit, and lifestyle brands through print, digital, and user experience. She's also a wife, mom, foodie, and music lover!

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