How to Design a Creative Brochure
The initial goal of a brochure is to get noticed and be read. To meet these goals, a brochure needs to be creative not just in the graphic design aspects but in the layout and format as well. Here are a few secrets to adding that extra ounce of intrigue to your brochure design.
Use a unique fold that is appropriate for the purpose. If you are planning to use brochures as direct mail, use a letter fold, also known as a tri-fold. If you will be placing brochures on a promotional table in another office or on a booth in a trade show, go for a more captivating fold. A gate fold or Z fold look impressive when standing on end on a table.
A brochure printing company does charge for folding in addition to printing, but folding services are worth the extra cost. Folding hundreds of brochures takes a lot of time, and a printer has the equipment for folding in a fraction of the time and with more accuracy. Another benefit to folding is that a printer usually charges the same no matter the type of fold, so you can get as creative as you want for the same price.
Write meaningful copy, making sure to include all of the necessary information. Include anything that can help to make the sale. List the benefits that distinguish your offer from competitors' offers, why a customer needs your services or products, and any incentives that will encourage them to take the next step. Consumer reports or testimonials go a long way in convincing readers of the validity of your company.
Once you have written the copy, read over the brochure through the eyes of your customers. Is it interesting or boring? Do you want to keep reading or do you lose interest after the first few lines? Is the offer clear and the call to action easy to find? Keeping sentences short, interesting, and clear will keep readers captivated from front to back.
Text wrapping will draw readers into the interior flaps of the brochure. This is a fairly simple trick that works wonders in getting consumers to read the interior. Sometimes, a reader will only open a brochure halfway and then decide they are not interested. People are naturally curious and will usually not stop in the middle of a sentence. Begin a headline on the inside front panel and stretch it across to the inner middle panel. This way, a consumer has to open the brochure entirely to finish reading the offer.
Be careful with text wrapping as it can be overdone easily. Avoid spreading the main text across all panels. Instead, divide the text into columns below headlines. Look at a newspaper or newsletter for examples of effective text wrapping. You will see that a headline usually contains two columns of text below it and are often offset from other headlines to prevent boredom.
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