Marketing is an important function of any business. These are marketing activities that bring in new customers and help retain existing ones. Since marketing is critical for the growth of any business, it makes sense why businesses are prepared to invest in it so heavily even if it means going in a loss for a short time.
There are a lot of ways to market a product. From traditional methods, like TV commercials to digital methods, like social media marketing, most of the channels of marketing require businesses to pay some heavy cost. However, there are also certain marketing methods that are not really expensive, but they are still effective.
One of the traditional way of marketing, that been around for centuries, is brochures. A brochure is like a leaflet that contains various information about a company or a product. A brochure is usually a single piece of paper that is either bi-folded or tri-folded. An effective brochure is one that concisely delivers the message to its reader. For the most part, the effectiveness relies heavily on the content and the design.
The scope of this article is to guide how you can design a brochure that effectively delivers the message to its readers. Here are some tips.
Know Your Audience
Like every work of design, you should design a brochure for your audience. For this, you must know who is the target market, what is the industry standard and how you can differentiate from the competitors. For example, a brochure of a traveling business would include more photos and less content. On the other hand, a brochure for a hospital would have fewer photos and more content.
Restricted Fonts and Colors
Often beginners go overboard with the selection of their fonts. They end up using different fonts for heading, subheadings and body copy. This breaks the consistency in design, which is a basic principle of graphic designing. Instead, it is better to go with a single typeface and use different weight or size for heading, subheading and body copy. The same principle applies to the color as well, unless the brand has a design guideline.
Stick to the Corporate Identity
Corporate identity is designed so that the branding remains consistent through all the marketing channels. This applies on brochures as well. The best practice is to stick with the corporate identity or design guideline of the brand when designing a brochure. This means you should go for the same typeface, same font weight, and the same color palette.