Creative Brochure Designs.
A brochure is an informative paper document (often also used for advertising) that can be folded into a template, pamphlet, or leaflet. A brochure can also be a set of related unfolded papers put into a pocket folder or packet. Brochures are promotional documents, primarily used to introduce a company, organization, products or services and inform prospective customers or members of the public of the benefits.
A brochure is usually folded and only includes summary information that is promotional in character. A booklet is usually several sheets of paper with a card stock cover and bound with staples, string, or plastic binding. In contrast, a single piece of unfolded paper is usually called an insert, flyer or bulletin.
Brochures vary in content and length, but most follow a standard format. The front panel displays the company logo & headline, the inner panels make a case for the product/service using supporting facts & details, and the final panel contains contact info and a call-to-action. (At the end of this post, I’ve included a cheat sheet of content types you can put in your inner panels.)
Your brochure should focus on one product or service. A trifold brochure only has space for about 350-450 words, so keep words, sentences and paragraphs short. Edit ruthlessly and include only the most relevant information, leaving room for white space and images. Big walls of unbroken text look intimidating to readers, so use subheads liberally.
The goal of your sales brochure should be to persuade your readers to take a specific action.
This call-to-action is usually placed on the last panel of the brochure, along with the contact info. To boost response rates, offer an incentive, such as a promo code or free product.
No matter how much effort you put into your messaging and design, errors and inconsistencies in your printed literature can kill your credibility.
Verify that the tone of your brochure matches the rest of your brand messaging. Unlike informational brochures (which may take the third-person point-of-view), sales brochures usually use second-person to build rapport with the reader.
Brochures are often printed using four-color process on thick, glossy paper to give an impression of quality. Businesses may print small quantities of brochures on a computer printer or on a digital printer, but offset printing turns out higher quantities at a lower cost per item.
