A few years ago, the Emedia Creative team won Gold at the 24th Australian Catalogue Awards.
In this article, we will share some of the same design processes our team follows so you can create your own killer brochure design, that helps you sell more.
The winning brochure was produced for our client Kidstuff Children’s Toys.
Our brochure designers were up against powerhouse brands like Target, Myers, and Kmart who all had a much bigger budget to work with, we thought we would have little chance but we walked away with GOLD that night!
Our top brochure designers produce award-winning catalogues and brochures using our proven design process that we have developed from years of working with clients. The tips below will help you create a brochure that captures attention and make more sales.
Know your target audience
Your graphic designer should know who you are designing your brochure for. Your target audience should dictate the style and content of your document to keep the reader engaged.
Focus on the problem your product or service solves, not your office, the number of years you’ve been in business, or any other vanity metric your prospect won’t be interested in.
Your customers are interested in how you will make their lives better.
So, while your brochure could showcase your staff and office space, your focus is better placed on your customer’s needs.
Use your premium space (cover and right-hand pages) for your most popular offerings and present them in a way that is clear, and attention-grabbing.
Also, consider how the brochure will be distributed. Will it be posted or emailed? This will affect both physical and digital size since large, heavy documents cost more to post and take longer to download online.
Brochure Image quality matters
If your customers will receive their brochure via email, use high-resolution compressed images to ensure they load quickly. No one has time to wait for images to load, your customer will get bored and move on.
Your choice of images really matters. Customers respond better to items in context, with dynamic human images containing some movement element. With the right design team, even the dullest photo can be made to look exciting!
Consider whether you want a photo shoot or licensed images, and let our experienced graphic and web design team guide you.
Never use images taken from Google or other websites. Using images without proper permission can get you into copyright issues. Besides, your brochure leaves an impression on your clients, so you don’t want them to think you can’t be trusted.
How much text should a killer brochure have?
The number of words you use and your tone can make a big difference to your reader. The amount of text required is driven by the industry. If you ask our prospectus designers, you’ll get a different answer than a professional service brochure.
Avoid jargon and technical language that your customers will glaze over. Consider using tables, charts, infographics, or visually-oriented methods to display specific details. This makes it easier to read and absorb the information.
Last but not least, always include a clear call to action!
Nudge the customer on what they should do next, and don’t forget to use testimonials. They may seem naf, but they do influence customers.
Work with a copywriter to craft content in a way that isn’t smarmy or trite.
Presentation is everything, and that applies to your brochure’s words, pictures, and layout.
To create your own killer brochure, professionally designed by our award-winning team, call Emedia Creative today on 02 9557 3366