For brick-and-mortar stores, a killer brochure design is very important. Brochures act as effective forms of marketing for generating leads and spreading brand awareness. About 75 percent of consumers find a brochure to be a useful source of information and 52 percent will utilize a local brochure display to gain useful information about events, special deals, and activities.
But you’ll only reach your customers in a beneficial way if your brochure is well-designed and represents your business properly. You need to be very careful with your design and printing process if you want to reach your conversion goals.
If you’re looking for a highly effective brochure display, check out these tips:
- Understand the Target Customers
In essence, a brochure is a communication tool. You’re looking to convey complex information in a few pages, which makes it challenging to captivate interest and get the information out there. Designing with your target audience in mind makes this process a lot easier.
For example, if you’re a recreational service marketing wildlife tours, you’ll want to target those who are seeking a little adventure and who love animals and the great outdoors. This means you’ll use quality wildlife photos and words that make your tours sound like the adventure they’ve been looking for.
- Use Selling Design Tactics
As any good salesman knows, customers are more interested in themselves than they are in your products and services-until you convince them otherwise. You must use selling design tactics to catch their interest. For that reason, your brochure should focus primarily on the benefits of purchasing a product or service.
This is all about playing up the value proposition. You might show pictures of happy and satisfied people using your product. Bulleted or numbered lists that highlight the unique and useful benefits of your product also help to draw in their focus. When you focus your design around selling, you’re more likely to reap conversions from the experience.
- Choose Colors That Convert
People subconsciously respond to colors, just like they subconsciously respond to the smell of delicious food cooking in the kitchen. If you want them to pick up their spoons and eat, you can use colors that effectively convert.
Converting colors are different than the primary colors you’ll use for your brochure. The main colors of your brochure should reflect what your business does. They might be loud and bright to reflect a fun and zany atmosphere or they may be soothing and calm to create a sense of comfort and relaxation.
Your converting colors should actually stand out from the chief colors used for your brochure. These colors will surround your calls to action and encourage people to convert because it catches their eye and makes them feel something. Reds, yellows, and neon greens are known for inspiring conversions.
- Create Emotion Through Photos and Graphics
Photos, graphics, and textures can all evoke certain emotions from your brochure viewers. For example, if you’re trying to promote support for an animal shelter, using pictures of wide-eyed puppies and playful kittens can encourage a lot of emotional support.
Consider ways that you can use graphics to evoke emotional responses from your audience. Think about the message you’re trying to convey and use artwork to project that. The colors and messages of the brochure will stand out more clearly with an emotional response in mind.
- Print with Quality
Once you’ve finished designing the product, be very careful with how it’s printed. A bad printing job can taint all of your brochure designing efforts. Screen your printers carefully. Use a high-quality paper so that it stands out against cheaper brands, and make sure the laser ink is crisp and true to color.
Good printing can be pricier, but it will define your brand as one that cares. Thankfully, you can oftentimes find high-quality printing online for a more affordable price, without sacrificing on quality.
A great brochure says a lot about your business. It shows that you care and are driven to make a difference with your products and services. If you want to convert customers with your design, keep these tips in mind.