Effective Steps for creating a Convincing Brochure

Effective Steps for creating a Convincing Brochure
Brochures are inseparable items for marketing. These printed materials being used for brand building and generation of business need to be convincing. Appealing images, informative contents and impressive layout are essentials of an effective brochure design. These printed publicity materials are made with definite objective in mind and are not just expressions of creativity.

In fact, designing of a brochure involves use of technology and human creativity in equal measure. The ultimate product is the result of a summation of several activities in order. It is a methodical process of one activity following another and requires professional expertise at each step.

Step 1 – Creation of your printed publicity material begins with a definite purpose. It is essential to identify this purpose at the outset. Purposes could range from brand building, promotion of an event, increasing sales to market penetration. Before setting to design a pamphlet, it is important to make this identification. Once your purpose becomes well defined, it is easier to visualize the design and layout of your publicity material. This identification would also help in determining the type of advertising material required such as: flyer, brochure, pamphlet or catalogue. Each one of these serves a distinctive purpose and needs to be understood well.

In the initial step, it is also essential to identify your target audience. It could be young adults, housewives, established professionals or retirees. The demand and preferences for each of these consumer classes differ significantly. Likewise, way of approaching them should vary.

Step 2 – Once your purpose gets identified, brochure design becomes easier. Publicity material for promotion of a car model would be greatly different from that of a pizza. This differentiation is crucial for any advertiser. After this classification is done, it is easier to decide on your format of publicity.

 

A flyer is meant for general distribution and should reach an extensive target audience. Invitation for a stock clearance sale is an ideal occasion for distribution of flyers. These could be put in newspapers to reach every home in a locality or hand distributed. A pamphlet is similar to flyer except for its distribution mode and appearance. Flyers are usually monochrome and printed on inexpensive paper. In flyers, information is primary and there is little or no scope of inserting images. In fact, flyers are the least expensive means of printed publicity. Pamphlets like flyers are of single sheet usually printed on both sides. These are coloured and distributed to a more restrictive audience. They are often stacked in shops and retail counters. Pamphlets are typically used for promoting one or two items being sold by a fast food counter or a publication sold from a bookstore.

A brochure is a more elaborate publicity material as compared to flyers or pamphlets. You could plan two-fold, tri-fold, fanfold or Z-fold brochure, once again depending on your necessity. This category of point of sales material is most popular among advertisers and marketers. A brochure is a combination of images, highlighting features and contact details. These should be attractive in first glance, and carry enough information to make a reader interested in a product or service that you sell. These are also sent out as mailers. A catalogue is a detailed description of commodities or services you want to sell. These are selectively distributed usually to bulk purchasers.

Step 3 – The third step involves creation of matter for your point of sales material. Printed matter of a flyer would be different from those of a brochure, and those of brochures largely different from catalogues. Once the format of publicity is fixed, creation of matter becomes easier. For flyers, you need to put in limited content; for brochures, content and images are needed; for catalogues, detailed information and several illustrations are necessary.

Selection of appropriate images and creation of persuasive content are pre-requisites of an effective publicity material. Combination of picture and content should be immaculate such that the entire catalogue looks convincing to a reader. Experts are engaged for creation of these since they form the actual substance of your advertising material.

Step 4 – Layout and designing is a crucial step in creating a pamphlet. Your printed publicity material must have a clean and crisp appearance. Type fonts must be neat and legible, while pictures need to be absolutely clear.

Brochure design is thus a well planned activity and requires sufficient time. Professional designers should be appointed for making outstanding printed point of sales materials.

About Author:

This Guest Post is penned by Aditi Datta. She is a Professional blogger and an experienced designer. She loves to maintain her blog and also provides effective tips and guidelines through her write ups. She also works for a Leading Brochure Design Company in India.