When it comes to honing in on client demands and capturing their attention, you want to make sure that you are only providing them with the information they need and want. Many companies get caught up in complicated brochure designs, stuffing them with all sorts of information that clients take one look at and throw in the trash.
If your company is currently sending out brochures to clients or potential clients, you should know exactly what should be included and what should be left behind. Brochures can potentially be very beneficial to your company and be effective in generating new business. Still, if you don’t execute them properly, it will make customers rethink their decision to work with you. Outlined below are three brochure dos and don’ts:
Do: Minimalist Design
Whether you are an architectural engineering firm or family-owned bakery, minimalist brochure design is key to ensuring customers stay engaged and pick up what you’re putting down. Don’t overcrowd with too much information, photos, or fine print. Only put what is necessary.
Do: Compelling Imagery
People love to look at photos. When someone sees a paragraph of text, they will most likely skim over it, but they will stop and look for longer when they see a compelling image. The images should always be professional and of high quality. If they are of your products, they must be done by a professional photographer.
Do: Call To Action
A brochure is excellent for providing your clients or potential customers with information, but it may not help generate more business if you don’t have a call-to-action. You should always have a short blurb or sentence that tells the reader what to do next after reading the brochure. Whether it is visiting your website, phoning your hotline, or cashing in the attached coupon, a call to action is sure to boost business.
Don’t: Company History
Many businesses make the mistake of including their company history in a brochure. While it is an integral part of your business, it is not going to captivate potential customers. Often, people want to know what you are offering and won’t take time to look at your history, especially if they have never heard of your company.
Don’t: Small Text
You may be inclined to include all the details about every product on your brochure, but too much small text can be a great deterrent. Most people will spend a maximum of 3-5 minutes looking at brochures in most cases, 10-30 seconds. If you have way too much small text, they will see reading as a chore rather than a benefit.
Don’t: Low-Res Photos
While it is essential to include compelling imagery, you should never have low-res photos. These photos make your company look unprofessional as it shows that you are not willing to spend money on a high-quality design or a photographer. Spending money on your brochures shows clients your dedication to their satisfaction.
Brochures can be an extremely vital part of customer generation, but it can ruin your reputation if you do it wrong. If you contact us today, we can help you develop the perfect brochure design to fit your business values and customer expectations.