There are certain go-to marketing materials that businesses use because of their timelessness. Business cards, flyers, and brochures, for instance, are tried and tested means to promote brands, products, and services. Not only are they cost-efficient, they also offer plenty of room for creativity, while providing target audiences with a tangible material they can resort to for information. They are also excellent instruments to provide people a taste of what it's like to work with or buy from your business. They key to a solid ROI through brochures and similar types of printed marketing materials are intelligent design. Below are some design tips you can apply the next time you are cooking up a new business brochures:
- Make a stand-out design. Brochures ought to be eye-catching, especially when you intend them to self-propagate (either by leaving them at your point of sale or publishing them as sharable content online). Choose bold colours, intriguing word-play, and thought-provoking images. Don't be afraid to make bold statements that will spark your target audience's interest.
- Ensure legibility. Brochures require an appealing design to grab attention, but never neglect readability. Minimise colours around important text/content and make sure that paragraphs are concise and to the point. Bullet points work great to emphasize key ideas, so you won't have to box yourself in dense paragraphs. Used correctly, bullet points can help you draw attention to your top-selling pitches.
- Leverage white spaces. White space does not equal wasted space, nor is it wasted money in printed brochure context. White spaces are sometimes intentionally left blank to create better page structure. These are called active white spaces and they work to make content more readable. Not only do they help make your brochure pop out of the page, they also provide readers direction and focus, while promoting a more professional look and feel for your material.
