In the previous article, that is Part 1, we discussed why print media is still an effective part of the marketing strategy and how leaflets are still going strong as one of the most prevalent tools for spreading your message. As promised, now lets look at another form of print medium that can be used efficiently to reach larger audiences with minimum investment – Brochures.
The main objective behind brochure design is to reach maximum people, in person, with spending as less as possible. And this is why the basic thumb rule in brochure design is – Less is More. Now whether it design, content, graphics or money involved this rule implies to all as its natural to be less attractive if something is filled with unwanted scribbles and too heavily loaded with graphics that come hard on your eyes.
As easy and simple as it might sound, equally tricky it is to design a brochure that includes all the information you want to display with minimum fuss and still be attractive enough for the reader to read and pass on the information. So for you to make them read it, make it funny, or hit them hard with captions that will provoke a serious thought, a point invokes a little someone inside them who wants to do or buy what your product or service is selling. Make it interesting, or better still remarkable if you can so that they not only read it but also take the action your brochure calls for, a sale, a purchase.
As far as the design is concerned, use the Less is More rule. Apply simple designs that look clean and let you content come out as readable. Use big pictures instead of many small ones. This will distract the attention and users will not be able to concentrate on what you have to say and sell. Spend the maximum time on the front page and make it look the best, as it’s the centre point of grabbing attention. Be easily identifiable, use your own style and avoid using templates. Make the best out of your logo and use it effectively by placing it properly so that its clearly visible but doesn’t hinder the visibility of the product.
Bring out the salesman from within. Concentrate on the user. It’s not about what you sell, but how you sell it and how your product can be helpful to the users. Highlight those points that are the best features of your product. Avoid boasting. Be subtle. And be clear. And with clear I mean, talk in the layman terms. Avoid Jargons. Terms, if not understood, will extinguish the curiosity in the readers mind and rejection will be the result.
So now that you know what it takes to make a good brochure, go ahead and try it out. And as for the article, I will continue with this one further ahead with the rest of the print mediums next time. So keep following for more information.