How You can Make Your Brochure Worth Reading and Attractive? Know What Preparations and Actions are Necessary for Developing a Nice Brochure!
The first three characteristics could be described as what good brochures do.
1. They introduce.
Chances are your reader has never heard of you, or your company, or your products or services, or how any of this stands out from your competitors. A well-written brochure can address these issues. When your reader finishes with your brochure, he will know what you’re all about.
2. They inform.
Many years ago, Shell prepared a series of booklets that addressed car care issues—how often to change your oil, how to check the treads on your tires, how to get better gas mileage, and so on. The booklets did not overtly advertise Shell, but they helped establish the company as a helpful resource for motorists who wanted to get better performance from their automobiles.
Brochures can and do serve the same purpose. Your reader has an issue. A well-written brochure can help your reader solve the problem. It may or may not overtly advertise your products and services, but it can help put your company in a better position for the reader’s future business.
3. They persuade.
Like a sales pitch, brochures have a call to action—say what you want the reader to do. Perhaps you want the reader to complete and return the form for a free booklet or report. Perhaps you want the reader to attend your seminar, visit your web site, try your product or service, or visit your store.
The below two characteristics could be described as how good brochures do these things.
4. They are complete.
Often you have much more information about a topic than you could put in a standard, tri-fold brochure. That’s fine. Summarize your main points and then ask the reader to contact your company for more information about how to do something. Such brochures qualify your prospects, which makes for a helpful start in the sales process.
5. They are consistent.
Brochures—presuming you have a set of them—must be consistent in tone and basic message.
Brochures play a part of your overall communications strategy. Regardless of how you are reaching out to your readers, it’s important that the tone and content of your message are consistent.
6. Compelling Message
The right message will work on the right target. In other words, if you want to make your message work, you have to send it to the right people. Hence, you need to know, study, and understand your target clients to zero in on what message would attract their attention.
7. Valuable Content
Your content is what makes your readers spend time to get acquainted with what you have to offer. Often, your readers will be attracted with your design and images, but it's your content that would help them make a decision in your favor.
Valuable content basically has the answers to particular issues and questions that your readers could possibly have in their minds. It has one theme, that is, the answer to ?what's in it for me??
8. Attractive Design
Design is one of the elements that get your readers attention. It's one of the things in your print brochure that would make them want to stop and look at what you have to offer. From the texture of the paper to the most suitable fold in your layout, to all the elements that work together to emphasize your identity and brand ?
9. Graphic Images
And what kind of brochure doesn't have pictures and graphics in its pages? The beauty of having a color brochure is that you can provide a great deal of information plus images that you cannot do with say, flyers or a postcard. With pictures, you can definitely have something that is worth a thousand words, without even having to sweat on too much heavy text.
10. Unique and Distinct
The ultimate challenge for every brochure printing is to create something unique and distinct from the rest of the competition.
- Accordion Fold. The accordion fold brochure is a visually impactful way to showcase multiple panels (usually four) of information. ...
- Bi-fold. ...
- Tri-fold. ...
- Single Open Gate Fold. ...
- Double Gate Fold. ...
- Roll Fold. ...
- Half-Fold. ...
- Z-fold.
There are four characteristics for describing a resulting image.
The size of an image can be qualified in three different ways:
the image can be larger than the object;
the image can be of the same size as the object;
the image can be smaller than the object.
Image Direction
There are two possible image directions.
An upright image is an image in the same direction as the object.
An inverted image is an image upside down from the direction of the object.
Image position
The position of an image can be described in three different ways:
the image is closer to the mirror (or lens) than the object;
the image is at the same distance from the mirror (or lens) as the object;
the image is further from the mirror (or lens) than the object.
1. A Compelling Content: How to Write Brochure Content
When writing the content of a brochure, the purpose and approach should be pinpointed by gathering information relevant to the campaign.
Know Your Target Audience
There are some important questions to ask here:
- Are the target readers familiar with your product or just a general audience?
- How are they going to use the brochure? For example:
- Is the brochure to promote an event?
- Is it an informational brochure that people are going to keep?
- Will the brochure be used with other marketing tools (to help keep the content consistent throughout the entire ad campaign)?
Keep It Brief
Most people shy away from big chunks of text. Too much text can cause people to put down the brochure. In order to entice readers to pick up your brochure, it needs to offer only important key points. Pictures, drawings and charts are more attractive, so use words sparingly.
Keep Readers Interested
You’ve got your readers’ attention. The next step is to keep them interested in whatever your brochure is offering. Make sure the copy appeals to the readers’ needs and emotions.
Make Readers Hang on To Your Brochure
People will want to keep your brochures if they contain valuable information and instructions. So, make sure they showcase your newest and bestselling products and include all of your contact details. This way, they can have something to go back to if they decide to buy or call your company in the future.
Organise Text
Break up text into sections so that they are easy to scan and read. Use bullets, subheadings and text boxes, as well as pictures and drawings to impart your message.
Don’t Leave Readers with Any Questions
Provide all the necessary answers to the what, when, where, who, why and how. Clearly state what the brochure is for, when and where the event will take place, who the organisers and sponsors are, and why anyone should attend. Make sure to check that your facts are accurate.
2. Readable Layout
The layout of the brochure will depend heavily on how much text and images to include. Your budget also plays an important role, as the more elaborate a brochure, the more expensive it becomes.
Depending on the amount and type of information that you need to include, you can choose from a simple to a detailed brochure. A good and effective brochure presents information in a logical manner. It flows seamlessly and can impart all the relevant information at a glance.
Rack Card
A simple rack card has no folds and is printed front and back. This layout makes an effective brochure, especially for people in a hurry, which means the brochure only has a few seconds to grab the readers’ attention.
4/6 Panel Brochure
A four- or six-panel brochure is ideal for highlighting a product or service. It can be brief, but also contain enough text and images to pique the audience’s curiosity.
8 Panel Brochure
An extremely detailed eight-panel brochure can contain a lot of valuable information. It is suitable if you want to include instructions and other “how-to” information. However, this type of layout may not be appreciated by everyone, especially if it contains large blocks of text. The cost also increases as you add more panels.
3. Graphic Design
The design can make or break your brochure and getting design elements down pat can help ensure the effectiveness of your brochure. Here are some important elements of your brochure design to consider:
Use Colour to Set the Tone
Neutral hues can best get a serious business message across. Meanwhile, bright colours are better suited for a business or service that is fun and quirky. Colour conveys such a huge amount of information that a whole philosophy has come out of it: Colour theory.
Use the Right Font
Choosing the right font can also set the mood of your brochure. For example, Comic Sans looks a bit casual and outdated, so it isn’t ideal for serious-toned brochures. Some flourished fonts can be hard to read, too. When picking a font type, make sure it is appropriate as well as easy to read. Use different font sizes to highlight the essential information.
Use the Right Photos
Besides ensuring that the photos you use are relevant to the brochure, they should not violate copyright. Make sure you have permission to use these images or have downloaded them from open source sites.
Utilise White Space Effectively
White space, or empty space, is as important as text and images. When used strategically, white space prevents your brochure from looking cluttered and messy. Additionally, it can help in emphasising key points and images.
Brochures are an extremely flexible medium for getting information about your organization out to the public or to targeted groups.
Here are a few of the things you can do with your brochures:
- Direct mailings to targeted people (mailing lists, people who call your office requesting information, etc.)
- Attachments to proposals or reports
- Leave-behinds when visiting clients
- Inserts in press kits and presentation folders
- Handouts in classes and workshops
- Materials for prospective employees and volunteers
- Materials to share at meetings, fairs, conferences, seminars
What weight of paper is best for brochures?
In general, most brochures work best when printed on paper no lighter than 70 lb (105 gsm) and no heavier than 100 lb (150 gsm). Both text paper and cover paper are good for brochures at these weights and the choice depends on the details of your project and your budget.
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