The way that print ads and brochures are displayed holds a lot of weight when it comes to advertising and displaying your business. Consumers like to see a good representation of the company while getting the point across in a clear manner.
Many printing companies will offer suggestions as far as design layouts and font styles to use. It is best to consider these suggestions as the printing company has a good understanding of what works and what will end up in the trash bin.
1. Keep the Design Simple
Try to keep the design of a brochure or flyer that is simple and to the point. Consumers dislike the feeling of confusion when viewing material about a company. If you have several products, create a brochure for each product. Too much information at one time can also cause issues.
Simple goes a lot further than busy and information overloaded content. When presenting a product or service to consumers via brochure, clearly outline each section. This will help them to distinguish what they are reading about. Design the brochure to speak about items in a proper order.
For instance, do not put the description of the service after the fine print. Use graphics that make sense or of the actual product. This can include images of the product being used if those are available. The graphics used should not appear to be computer generated; they should be able to be identified as the real product in use.
2. Make Important Words Stand Out
Every piece of marketing material uses important or keywords to describe their product or service. When these are used in headlines, make the font a little larger or use all capitalized letters.
A thicker and richer font can also be used, but it should be the same or similar to that used for the rest of the headline. Throughout the text in the descriptions or other copy included in a brochure, highlight keywords in an appropriate way.
Emphasis via using italics or just bolding the text will work to draw the readers’ eyes to that specific area. It shows that attention needs to be paid to that specific section. If you are using a focal point for text, consider using a different font that is larger, playful and bold in order to grab the attention of consumers.
This can be done by using a highlighting technique in the background or a display bubble if it is appropriate for the product or service you are promoting. Discuss font options with the design company to ensure that the most impact possible can be made.
3. Offer Incentives
Consumers like promotions and incentives. Consider including an area for coupons or special promotions on the last section of the brochure. This will entice consumers to want to try the product or service you are offering.
When incorporating incentives, be sure to include expiration dates. Some consumers will add a brochure to a drawer of advertisements or hold onto an advertisement until they are ready for the service. This will ensure that a consumer does not bring a brochure that is one year or older into your business and expects to receive the incentive that was offered previously.
Expiration dates and limits are important to include along with any disclosures of the services.
4. Make it Stand Out
Brochures have to stand out if you expect to increase revenues or interest in the product or service that you are offering to consumers. It is rather simple to make the print media stand out. This can be done by adding a focal point using a photograph that is eye-catching or by using extra-large text that cannot be ignored.
The colors that you choose for the brochure are also important. Black is the most accepted and most used font color to use. Red also stands out as well as yellow and bright green. These are command colors when it comes to printing.
Another way to make a brochure stand out is to showcase the company name. Use a larger font in a bold black type. The main points of focus on the brochure should be the product or service and the business name. Highlight key points and consider using a bullet list as consumers dislike reading large chunks of content.
5. Know the Audience
It is important to know the community that you are marketing to when creating a brochure. If you are marketing to a distinguished community, ensure that the graphics are glossy and that the brochure is laid out carefully. In an older community you want to make sure that there are more photos and fewer words.
Some senior citizens have difficulty reading text, even with glasses. It is important to provide print media and brochures in a way that will be appealing to the community it is being pitched to. Conduct a few marketing surveys with a focus group comprised of locals in the area.
This will help you to see what appeals to a wide variety of people without using more money on brochures and other print media. You will be able to work with a printing company to design one or more brochures to meet the needs of the area you are marketing to.
If you are able to design one for the elders in the community and another for middle age and younger adults, this will be beneficial.
Conclusion
These tips are helpful when designing brochures and other printed materials to distribute to a target market. When you have brochures available inside your business, the design can be simpler. Some consumers will want to take information home with them while shopping around for prices and the best deal on a specific product.
Remember to always keep the designs bold but simple; less is more especially from a marketing standpoint. Using colors that are too bright are a big turn off. Use red, yellow and green shades sparingly and only to draw attention to a very specific point within the brochure.
