In today’s progressive digital age, business owners often focus entirely on building their online presence, and spend little to no effort on traditional marketing. An integrated marketing approach should utilise both print and digital communication in support of one another.
A printed brochure in the hands of your audience has the ability to engage the senses on an intimate level, resulting in a greater emotional response and better memory recall. According to a study when compared with digital media, print ads promoted a higher perceived value and desirability of the product.
The foundations of an effective brochure design include an enticing headline, visually appealing design, modern imagery, compelling content and a good call-to-action.
Headlines are the initial attention-grabber. Clearly convey your main point instantly with a carefully considered headline. This sparks interest and leads the recipient to continue reading.
An out-dated brochure design can give the impression that your business is not relevant in today’s competitive market and may be unreliable. Your advertising and marketing collateral is an extension of your brand. It should all be in line with your branding, with consistent use of your logo, fonts and colours to strengthen brand recognition. Aim for a design that is different to every other brochure, as it will set you apart from the competition.
Many business owners still use the same tired old images from a few years ago. Present yourself in the best light by investing in a professional photographer to take modern, high quality images. Images are visually appealing and add so much interest to a brochure.
You want the reader to stick around long enough to get a better understanding of your message, so make sure the information is interesting and valuable. Insert helpful tips to make the piece worth keeping.
The primary purpose of a brochure is to persuade your customers to move to the next step in the buying cycle. Make it clear what you want them to do; take action by phoning for an appointment, emailing for an obligation free quote or visiting your website to order.
The marketing material that you put in the hands of your customers, printed the right way can have a lasting impression. There are many ways to achieve impact with a combination of these print options.
Paper choice
The weight and type of paper can convey a lot about your business core values. You may choose an uncoated recycled stock if you are an environmentally conscious business. Generally speaking single page brochures are printed on 170-300gsm. A thicker paper gives your brochure a high-end feel.
Finish
The finish you choose is dependent on the look you are going for. Matte has a flat finish with no shine. Semi-gloss is between matte and glossy. Gloss has a shiny reflective finish.
Specialty processes
Specialty processes add a little flair to your design. UV varnish, foil stamping and embossing can all be used to highlight a piece of the design.
Brochure Format
The size of your brochure will depend on the amount of content you have and how your brochure will be distributed.
DL flyers fit in an envelope, are easily dropped in a letterbox and sit nicely in brochure display stands. They provide the most essential information about your product offering or service and are suited to special offers and promotions.
A4 folded brochures allow for more detailed information so you can show more photos, diagrams and infographics to illustrate what your business is about.
Multi-page brochures are used widely as a corporate document to provide in-depth, comprehensive information. These are commonly seen as annual reports and product catalogues.
Folding options
A single A4 piece of paper can be folded many different ways. The most common types of single-sheet brochures are the bi-fold (a single sheet printed on both sides and folded into halves) and the tri-fold (the same, but folded into thirds).
Digital or offset?
Digital or offset printing methods have particular benefits depending on your project’s requirements. Digital is suited to short print runs, CMYK (four colour process), standard paper sizes, quick turnaround.
Offset printing is the most effective method of producing higher volume commercial print runs. Offset printing uses plates which allows for custom ink colours (most notably Pantone colours) to be used, speciality finishes and larger sheet size. Since plates need to be made, there is a higher cost involved in the initial setup and a longer turnaround time for production.
Printed brochures are a powerful way to stand out in an increasingly crowded digital space. Consider allocating some of your advertising dollars on traditional marketing. You might be surprised at how effective it can be in boosting your offline sales opportunities.
Do you need professionally designed brochures that can entice and inform? Our expert designers will guide you to the most appropriate print options to get maximum value for your investment.