In an increasingly digital world, companies are still using traditional marketing materials as a way to connect with their customers and convert those all-important leads into sales. Corporate brochure design is integral to the success of this strategy.
Although businesses cannot shy away from the advantages that an online presence can bring to their organisation, marketing materials such as brochures offer many different benefits, many of which are superior to digital marketing. A hard copy of your promotional material can be kept, read and flicked through multiple times, as opposed to a website where your visitors may click away after a few seconds of browsing time. You can convey a great deal about your business within the content of a brochure that might never be discovered deep within the archives of a website.
However, there are a number of key elements that go into successful corporate brochure design. The make-up of your marketing materials must be considered with care, to ensure that you are able to engage effectively with your audience and strategically promote your products or services.
Cover and Title
Humans are predominantly visual beings. The visual area of our brain makes up approximately 30% of the cortex, which means that in terms of psychology, we are drawn to graphics and images that appeal to us. Marketers have long recognised the importance of packaging and labelling to consumers, and brochure design is no different. As the old saying goes, customers frequently ‘judge a book by its cover’, so it’s essential to get this element spot on if you want your brochure to be the one that is picked up. Your brochure cover needs to make a stunning impact and stand out for all the right reasons. Work with your designer to choose a suitable cover photo or image and ensure that you’re happy with the title and tagline.
The Finish of Your Corporate Brochure Design
Almost as important as the cover is the finish of the material. Whether this be a laminated corporate brochure design, or some spot UV varnishing over your company logo, these are the details that will express the quality of your business to potential customers. Cheap paper stock and faded images for instance will not portray excellence. Your customers should be able to feel to the touch, that this brochure is promoting a superior set of products or services.
Layout, Colours and Font
Your brochure should never feel cluttered. It’s not a college yearbook, but should instead have a clean, fresh layout to it. White spaces make a brochure feel approachable and stop the consumer from being overwhelmed by sales jargon. There are a wide range of font styles available, but don’t overcomplicate it. Simply use two or a maximum of three to differentiate between headings and body content for instance, otherwise it can look like overkill.
Discuss the psychology of colours with your designers to ensure that you choose a look that complements the style of your organisation. An eco-friendly company might choose earthy tones, whilst an innovative modern company may prefer to use a striking set of orange shades.
Images are essential in producing an engaging corporate brochure design, but it is the content that will give you chance to get your brand message across. Every textual element that you include in your brochure can help to sell your services and products in some way, so it is important to get this right. In particular, your brochure should be proofread and must contain no typos or grammatical errors. If consumers notice a mistake in your corporate materials, then they will brand you as a low-brow outfit.
Very few brochures will be read in their entirety. Many consumers will rely on an intuitive contents page, complete with self-explanatory headings, so that they can find the information that is of relevance to them. Make sure you narrow down your products or services into sensible categories with sub-headings that are easy to navigate. Your product information should be short and to the point, explaining key features in a list format. Test this out with a focus group to ensure that you’re on the right page, so to speak.
Defining Your Position In The Marketplace
It is important that you are able to explain the pricing strategy of your brand to your design team, as this will help them to create the perfect set of marketing materials that will match your position in the industry. If you choose high price points for your products, then they will help set you apart as a luxury provider of goods within your niche. Conversely, if your brand offers more affordable prices, then your corporate brochure design will have an angle which appeals to a mass audience. Get this wrong, and there could be a disparity between expectations and pricing, so it’s vital that you are honest with your designers.
Call To Action Is Key
Don’t forget the main purpose of your brochure. What is it that you want your consumers to do? Call up for further information, place an order, visit the store? Be extremely clear about your desired outcome and then incorporate an effective call-to-action message throughout the pages in your brochure. It is also fundamental that your business contact information – phone number, website and email address – are all displayed prominently throughout the text.
If your organisation needs assistance in creating an effective brochure that communicates your business to potential customers, then you’ll need a quality design team that can help you. We provide professional brochure design and create pages that will engage your target audience. If you’d like some tips and advice on how to create the perfect design brief you can download our free guide.
We work with our customers until they are happy, using your feedback to further develop new brochure samples until we reach the perfect solution for your organisation. If you want to know more, then request a free quote today!