Our top tips to help your brochure stay in hands and out of bins
Print brochures are an incredibly effective method of targeting your key prospects, but they can also be very hit or miss. How many brochures have you accepted from somebody with a smile, only to dispose of them at the earliest opportunity?
Here we outline some tips to help your brochure stay in hands and out of bins.
Purpose & Function
The first thing to establish is also the most vital. What is your brochure setting out to do? What is your objective? Is it to increase brand awareness at a conference? To give out in local stores to inform the locals about your product? To circulate internally as a training device for your staff? Once you know your objective, all future decisions you make in terms of design and print are filtered through it. For each decision, you ask, what will help me achieve the objective?
It’s also important to establish who the readers will be. What will make them want to look at the brochure? People will read it only if they think they have something to gain from doing so. Try to get inside their minds and ask yourself, what would make me want to read this brochure?
Where the reader will receive the brochure is also a factor. If you’re delivering it to their premises, you can use a larger size brochure with more pages because they’re more likely to put it on their desk to read it. However, if you’re handing them out at conferences, you need to consider that they are likely receiving multiple brochures at once and they won’t want to carry a heavy brochure around the conference and then pack them in their suitcases to get them back to the offices. Keeping them small, lightweight and making them stand out from competitor brochures is going to up the chances of them reading yours.
Once you’ve determined the most functional document size, e.g. A4, A5, etc. you also need to decide how many pages your brochure will have, and what kind of fold e.g. single, roll, concertina, gate, closed gate. Different folds from the norm will help your brochure stand out from the rest.
The content you use in the brochure will make or break it. Many people make the mistake of cramming in as much about their company, their people, and their product as they can possibly fit. Although you have managed to fit all the information you want the prospect to know in the brochure, the downside is if they are staring at walls of text, chances are they aren’t going to bother to read it!
You should consider the copy as crucial a part of the design as the colours and images you use. Stick to a few eye grabbing points conveyed in simple language that work to achieve your objective. The gist of what you’re trying to convey to the reader should be able to be gleaned not just from the words, but also from the fonts, colours, images and design elements used. Visually conveying your message is instant, impactful and will encourage them to actually read the text to find out more.
There must be a clear call to action. Don’t assume just because they have read your brochure and like your product, the reader is automatically going to seek it out. The call to action should be adjusted according to your objective, e.g. visit our website or use code xyz for 25% off. Contact details should be clearly displayed to encourage interaction, and a QR code is worth considering in some cases for the reader’s ease of use.
High quality photography is a must. Brochures are visual. If your photography is unimpressive or low resolution, this will overshadow the entire brochure and the impact you were aiming to have will be spoiled. Do not skimp on this. If you don’t have any photographs taken by a professional, it is recommended that you get some done.
Once you have your brochure design set, it needs to be art-worked to ensure its print ready. It’s recommended you use an experienced graphic designer for this process. Once this is done, you’re ready to print! There are many options to choose from and things to consider, here are a few:
Paper stock. You can choose between options such as uncoated (to give it a more natural feel), silk (softer and more luxurious) and gloss (shiny and slippery). Which stock best suits your company and the objective of the brochure?
Finishing. There are various lamination options that can be applied e.g. gloss, matt, silk, soft touch and anti-scuff and even anti-bacterial. Other special techniques can be applied such as spot UV printing, gold foiling, high definition printing and printing on Triplex board.
It’s important to choose the right printer for the job. You should do some research into the printers in your area, including what they have printed in the past and what equipment they have used. Knowing which printer specialises in what means you get the best print quality possible for the most cost-effective price.
Ensure you ask how long the brochures will take to be printed and delivered from when the printer receives the artwork. If you order your brochures on Tuesday in order to have them for a conference on Friday, it’s no good if there’s a turn around time of 5 working days for you to receive them!
The team at MAXX are experts at designing and printing brochures and we’re happy to take on the entire process for you, taking your brochure from concept to print. If you’d like to know more then feel free to give us a call or email us at [email protected]
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