There’s no doubt technology has made life a lot easier, allowing us to complete everyday tasks so much faster than before. So with the birth of digital tools and online marketing, how relevant are brochures to today’s age?
You’d be surprised to know that brochures still play a significant part in advertising for our modern-day society. Sure, it may not be as popular as it used to be, but it maintains its status as a common marketing tool for companies and organizations to reach out to their audience. It’s not so much that digital marketing isn’t effective enough, but most companies appreciate the convenience and cost-effectiveness of the old-fashioned brochures. For one thing, it’s an affordable medium that nonprofit organizations can use to spread awareness about their cause and encourage the public to get involved through an informative and impactful brochure design.
We all know that brochures are meant to market a given product, service, or event. But how likely is it for a person to pick up and open your brochure at a given moment? To make sure your efforts don’t go to waste, here are five essential attributes of an effective brochure:
Brochures are meant to be informative reading materials that demand a call of action. But to begin with, how are you supposed to get your message across without even grabbing the attention of your prospective readers? There are three characteristics of a captivating brochure cover: a striking image, an eye-catching headline or phrase, and your organization or company logo. By adding these to your cover, you can pique one’s interest and prompt them to take a good look at your brochure.
Now that you have successfully captured a person’s attention, it’s now time to take full advantage of this opportunity. What a reader looks for in a modern brochure is both the problem and the solution that would benefit them, or in the case of charity programs, benefit society. Focus on providing significant information that your readers will ponder on, probably a gist of what they should know rather than a detailed history of what you do. You could make use of visual imagery, such as charts, graphs, and images to present and support these details more clearly for your audience to fully grasp.
Little do some designers know how important type is in making an effective brochure. You see, the font you use, along with the size you choose, affects the overall mood and impact you leave your readers. For example, most experts would say that it’s almost sinful to use Comic Sans for a company brochure, or for any instance in that matter. You want the content of your brochure to look professional, while still being readable. Additionally, you could use different sizes to provide emphasis on important information. This will draw one’s attention to the statement, forcing a reader to comprehend on its message.
While brochures are made for various reasons, they all share a common purpose, and that is to move people to act on a particular situation. Do you want them to make a donation for your cause? Apply as a volunteer? Or maybe purchase a certain item? A good call to action tells a reader what to do without beating around the bush. If anything, this element should stand out the most among all others. Keep it short and simple, yet powerful enough to make a difference.
Apart from the text, colors and graphics of your brochure, photographs play an essential role in visual impact. If we had to be honest about it, images seem to appeal to us more than mere words. Having that in mind, it would be best to include photos that reflect what your company does, like actual scenarios that support your cause. Make sure these photos send a clear message and are of high-quality as well.
Brochures play a key role in marketing, as they are considered to be light promotional tools that may be produced and distributed easily by bulk. They are both effective and convenient to carry around compared to catalogs and magazines, not to mention a lot more affordable than paying for a space on a newsprint ad. This allows a company or organization to focus entirely on what the business has to offer, without having to compete for attention.
But are brochures really necessary in this era of digital marketing?
Apart from being cost-effective, brochures help you target specific markets. Unlike sponsored social media ads and emails, people actually take the time to scan through the brochures handed or sent to them through mail. Not only are you given the privilege to be heard, but you also have enough time and space to elaborate the nature of your business. This includes basic information about your company, such as products, services, and contact details. Now, you wouldn’t need to have an hour-long conversation with your customers regarding your business, as everything they need to know is summarized in a brochure. This can reduce customer traffic in retail stores and offices, leaving you with satisfied customers all throughout.
When you’re tasked to design a brochure, what’s the first thing you do? Do you immediately sketch out what you envision the brochure to look like? Or do you brainstorm several ideas and narrow it down to the best one? Although every graphic artist has a personal approach to designing a brochure, here are six helpful tips you might want to consider:
Brochures have helped companies and organizations connect with their prospective audience in the most efficient way. And although digital ads with 3D graphics and the like succeed in garnering public attention, there’s nothing like a good brochure to read, carry around, and share with friends. Yes, print ads still exist. And yes, they can do the job just as well.