A great brochure design is a huge company asset. Not only should it create awareness of your company, products and services but it should also positively engage your reader and draw them into trusting you to provide exactly what they need.
Over the years, Add Design have carried out brochure design for hundreds of businesses large and small across a wide range of industries. This experience in working with so many different clients has given us a great understanding of what it takes to make the perfect company brochure.
So here are our top tips for creating an outstanding brochure design for your company.
Brochure Design – Find out more about our brochure and catalogue design services.
TIP 1 : Choose the right graphic designer
The good news is that there are hundreds of graphic designers out there to help create your company brochure. The bad news is that with so many options, it can be difficult to choose the best graphic designer for your specific brochure project.
A great place to start is to choose three different graphic designers whose presentation appeals to you. Ask them to provide a quotation, and also examples of previous brochure design work. Creating a brochure design involves a good working relationship so make sure that the person you speak to is someone you can successfully work with. Out of the three different options you are bound to find a company which clicks.
TIP 2 : Images are everything in brochure design
Getting the right graphic designer on board is great, but that doesn’t guarantee a brilliant final brochure. Every graphic designer needs the right resources to work with, and images are a designer” main tool of the trade.
To be of value, your images will need to fulfil these criteria:
- High resolution. Images taken straight from a website are rarely good enough quality for print. Low quality images will either look pixelated in the brochure, or your designer will be forced to feature them at a small size within the brochure.
- Copyright. You need to make sure that you have permission to use the images you choose. If you are using high quality images from the internet then make sure that you have permission to use them for your brochure.
- High Quality. Do your images really show your products and services in the best light? Simply having a picture may not be enough – it needs to be attractive and engaging to work. If you are taking your own pictures then think carefully about them. Get the right lighting, choose an interesting angle, and pose the scene to make sure that the backgrounds look tidy and uniform. Your graphic designer will be able to tidy your images, but they cannot perform miracles.
If you don’t have any suitable images available then don’t panic. There are still some options. You could talk to your suppliers to see if they have any high resolution images you could use. Alternatively you could purchase images from a stock image library – these are often only £5-£10 for a professional, high resolution image. A final option would be to arrange for a photographer to help and your graphic designer may be able to recommend someone they have previously worked with.
TIP 3 : Structure your content
Like any book, a brochure needs to be well structured. Your reader needs to be able to quickly find the information they need, or if they are going from cover to cover they need to be led guided through the information.
Think about how your customers talk and think about your products or services. This will give you a clue about how you should split up the information between the pages. A great tip is to get some sheets of paper and make your own quick plain paper mock-up of the brochure. Write a note of what will be on each page to see if your structure works in brochure format. Remember that brochures need to have pages in groups of 4 (4 pages, 8 pages, 12 pages etc.) so space your content to fit that pattern.
TIP 4 : Think carefully about the text
The next vital ingredient is the text. Brochures are rarely read in detail from cover to cover, so you want to make sure that your text is based around the most important key points. A great tip is to put yourself in the shoes of your customer. What is important to them? What do they look for in a supplier? What are the fears and worries they need to overcome before they will purchase?
Rather than being purely descriptive, try to base your content around the key benefits that you offer. Use bullet points, sub titles and short paragraphs to break up the content. Use rhetorical questions to make your text more engaging and directly answer the concerns of your customers. Use quotations to pull out key points or short testimonials to offer independent support to your message.
TIP 5 : Focus on the action you want readers to take
Someone picks up your brochure, reads it and becomes interested in what you do. What next?
You need to make sure that your brochure tells your reader exactly what you want them to do next. If you want them to call you, then make sure the phone number is clear alongside a call to action such as ‘Call now to order’, ‘Call us to discuss your exact requirements’ or ‘Call us for a quotation’. Likewise, if you want them to order online then push the web address on every page.
Brochures are rarely read word-for-word like a book, so you need to make sure that your key messages are absolutely clear and naturally lead your reader to action.
BONUS TIP : Choose the right paper for your brochure
Last but not least in the design of any successful brochure is the paper selection. The paper media needs to match the target audience and the quality/cost of the product or service you are advertising.
If your brand emphasises value for money, then make sure this is reflected in a lighter paper stock, so your customers doesn’t discard you as clearly too expensive. Likewise, if you are a top-end supplier then make sure that the paper quality sends the same message.
Find a brochure that you like the feel of, and supply this to your designer or printer to match. Alternatively, make sure that you see and approve paper samples prior to printing. There is nothing worse than working hard creating a great brochure design, only to be disappointed as to how it looks in reality.
Looking for some assistance with your company brochure? Add Design are brochure designers Essex who work with clients across the UK, especially for brochure design London and brochure design Cambridge. Contact us to discuss to discuss your brochure design project.