This article is contributed by Ben Thomas.
Brochures have been around for a very long time and continue to be a very important marketing tool. Also referred to as pamphlets or leaflets, the primary goal of a brochure is to impart information and get a person interested in the product, service or destination that the brochure is promoting.
Like any marketing tool, every single brochure represents the entire organization and care should be taken to ensure that they are of the finest quality. Here are 5 top tips to help design excellent brochures:
- Important Information: As mentioned, the primary purpose of a brochure is to provide information. The best part about brochures is that they are marketing tools masquerading as tools of information. However, if there is insufficient information, the reader can quickly identify the brochure for what it really is and loses interest in it. A brochure should contain all the important information that a person might seek. For example, if a brochure is promoting a tourist destination, it should include directions to get to the actual destination via various modes of transport.
- Affirmative Action: A well designed brochure may catch the eye, but it is the information within the brochure that does the real work. Preparing content for a brochure is a crucial process and should be designed to deliver the right amount of information. Good content will cause the reader to take some kind of affirmative action. However, too much information can have the reverse effect. Information overload can cause the reader to get bored and move on to another brochure. There needs to a proper balance between the informative and marketing aspects of a brochure.
- Brand Representation: We have all seen the terrible brochures that accomplish nothing and are merely a waste of good paper. This reflects very badly on the company or organization that the brochure is trying to promote. While designing a brochure, it is critical to remember that it will represent the entire brand within its pages. The brochure should be able to properly represent the brand to a reader.
- Editing and Proofreading: Yes, editing and proofreading are very important. However, it is amazing how many companies forgo these steps. As a result, the final published brochure is riddled with mistakes. A brochure should be informative; it should not turn into a spelling and grammar test for the reader. Readers will not put any faith in a company or organization that cannot even ensure a mistake-free brochure.
- Good Quality Paper: Before someone even begins to read a brochure, the first thing they feel is the quality of the brochure in their hands. Brochures made out of cheap low-quality paper are often put down almost as soon as they are picked up. There is no point in designing an excellent brochure if it is to end up being printed on poor quality paper.
Brochures are very useful and its potential has been exploited by the travel and tourism industry for decades. As more and more industries look towards brochures as a viable marketing option, following the 5 basic steps will help produce well-designed brochures that captivate readers.
Author Bio: Ben Thomas is a passionate blogger who loves to write on topics related to business and education, as well as giving tips for the same. He helps provide templates for the 2013 Calendars website.