Ads & Brochures
The company brochure is a very common tool used by companies in their marketing efforts.
There are two types of basic brochure design.
The first type of design is to attract attention of the viewer. It plays on the emotion of the customer. When any person sees the brochure, he or she feels the urge to pick it up and read the contents. This could be achieved by using attention catching headlines. It will contain lots of white space and short thoughts instead of large paragraphs.
Such kind of a brochure would have a “call to action” that would require the person to make a phone call, meet personally, clip a coupon, mail a reply card or take some other action which will lead the prospective customer to contact the company.
In case of second type of design, the brochure is targeted for those people who have already come in contact with the company and asked for more details from them. These people might have already seen the “Type One” brochure of the company. Unlike “Type One” brochures, “Type Two” brochures would be full of different kinds of information.
These people would like to know all kinds of information regarding the company. This kind of brochures with detailed information should not be placed in display racks. Any ordinary customer might get put off by the large amount of information provided in this kind of brochure.
The most common mistake companies make in thinking that they will be able to make sales depending on these brochures only. The fact is, these brochures are supposed to educate people regarding the activities of the company and the products they make or the services provided by them. For small size items, it would be possible to promote sales by using brochures only which are generally “Type one” brochures only.
While designing the brochures, firstly the written words (the copy) of the brochure are developed considering the limited space available in it.
Thereafter, necessary graphics and pictures are added. The copy should be written from the customers’ point of view and not the company’s. After the copy is completed, effort should be made to make it shorter and more descriptive.
Descriptive pictures should be used in the copy as people would be remembering a picture much better than the written words. If the company has already developed a visual look in its advertisements, the same look should be used in the design of the brochure.
The brochure should display the business image of the company without its physical presence. This would also display how badly the company wants business. Basically, it would show to the customer what the company stands for.
