The personal nature of physical media.
In the digital age of email and social media marketing, standing out is a challenge for large and small businesses alike. Delivering information to a potential customer in a business card or company brochure cuts through online noise — it isn’t something they can scroll past. Customers think twice before throwing out something that looks and feels nice. Forbes even recommends brochures as an effective form of print collateral. High-quality paper marketing pieces are practical ways to affect potential customers and boost sales.
Best practices for brochure creation.
Identify who you want to connect with.
Brochures won’t help you to convert customers if they’re too broad in their purpose — these assets aren’t just about presenting information clearly, they’re about presenting the right information for your audience. Over 50 per cent of consumers feel like brands send too much irrelevant content, so doing thorough research to understand your target audience is important to creating effective marketing communications, from brochures to social assets. By identifying and knowing the audience you want to reach, you can create your own brochure that crafts a narrative with details and numbers that compel customers.
Investigate how your budget may affect brochure design.
Understanding your budget in terms of brochure length, quantity and quality (of paper, printing or binding) will affect content and design. If you can afford to print only a single-page tri-fold brochure, how does that affect the narrative you will weave? Preliminary planning is essential to keep your team focused — it can save you time and money, too.
Put a focus on pacing.
Whether you choose to present information in a bifold brochure versus a multipage pamphlet — or your budget dictates it — content pacing is important. The right flow of content and images increases accessibility to the information and can boost reader engagement, whether it’s a simple pamphlet or a detailed corporate brochure. A brochure is a story that combines words and imagery, so make sure to keep them balanced to make your story easy to follow and quick to consume.