It’s time to revisit the topic of brochures. If you’ve been told that brochures aren’t effective, it’s usually because the mistakes that small business owners make in their design and construction usually mean that people are turned off by brochures. The truth is that a well designed brochure can help your market really figure out what’s going on in on your business. However, there are plenty of things that your brochure tells your audience without you interfering, and you should understand what those messages might be before you even think about your design.
One of the first things that your brochure will tell your audience is how organized you are. If you have a brochure that’s crammed with lots of information but no organization, your prospective clients might feel like you don’t have any real direction and you’re just rushing through life. Now, this might not be the case but the truth is that perception is really everything. You don’t want to end up just going through the motions if you really don’t mean it, right? Audiences like sincerity, and the best way to show that you sincerely have a desire to help them is through well-structured brochures that use whitespace to break up thoughts. There is definitely room for graphics and other pretty visuals, but you should make sure that they don’t ‘take away from the navigation-oriented elements of your brochure.
Another point that you need to consider is the type of color scheme that you want to use for your brochure. There’s nothing wrong with adding color and vibrancy to your brochures, but you want to make sure that you don’t get too non-traditional with your color scheme. The more unorthodox your color choices are, the more distracting they will become to your audience. If you want them to talk about the colors, then by all means. However, if you want them to be able to absorb everything that you have to say about your products and services, then you will definitely want to make sure that you keep the colors as neutral as possible.
The final point that you need to think about when it comes to good brochures is the paper choices you make. You want your audience to feel like you invested some thought into this, so make sure that you don’t choose the cheapest paper possible. If you can afford a coat of gloss, that could go a long way in really sending a great message to your audience. While you don’t need to break the bank, you definitely should think about the type of messages your brochures are going to send your marketplace — good luck!