We may live in a digital world, and yes, marketing your business through the variety of digital channels out there is very important. However, that doesn’t mean that good, old-fashioned marketing materials – like print material, for instance – are obsolete.
On the contrary, with more and more companies trying to finally connect the dots between the digital world and the brick and mortar one, your offline marketing is increasingly important. Take Amazon, for instance. While they may be one of the largest online eCommerce companies on the market, they are always trying to bring innovation forward and connect the online landscape with the offline one. Their brick and mortar stores are proof of that.
Going back to traditional marketing, it’s really important that you invest a bit of time and attention into how you do this (so that it yields the best results, obviously).
What are some of the essential tips to keep in mind when it comes to convincing brochure designs?
We have gathered them right below – so read on and find out more.
Colour makes the world go round!
Well, it’s not just colour , but in any case, colour is one of the most amazing things human beings are capable of perceiving. In fact, most animals can’t see the world in colour – and those that do, rarely do it in such a wide spectrum of beauty as humans.
Colour is a gift – but, like every nice gift, it has to be appreciated at its real value and it has to be used wisely.
Why include beautiful colours in your marketing print material (including, but not limited to brochures)?
It’s simple: because people are naturally attracted to pretty colours. The more vibrant your brochures are, the more likely it is that they will actually look at them and read what’s on them.
Even more, you can use your brochure colours to influence what people think of your business. For instance, blue is considered to be a color that emanates trustworthiness (see Facebook, PayPal, and Twitter, for instance). Red is the color of liveliness and passion. Yellow is youthful and energizing. Every colour of the rainbow is involuntarily associated by people with certain qualities. Of course, there are also cases when the symbolism of colours should be understood at a cultural level too (e.g. black is a colour of grief in most of the Western World, but white bears the same symbolism in China).
Another very important tip to keep in mind when choosing your brochure colours is to not go over the top. It’s easy to let yourself be swept away and create brochures that are just a bit too vibrant in terms of colours – but that’s just not a good idea. Balance is the keyword here!
The Right Paper
If there’s just one thing that puts offline marketing ahead of its online counterpart, it’s sensory perception.
You can buy shoes online that fit all the right parameters (colour, design, size, and so on). But you will never be able to touch your laptop’s screen and feel the leather on them (or smell it, for that matter).
You can order grocery online, but you won’t actually see that perfect beef cut until it lands at your door. You won’t feel how nice the bread smells. And you won’t be able to touch all those diet products and feel it in your hands as you read the list of ingredients.
The same goes with brochure print as well.
You may be able to look at your screen and see the prettiest graphic designs ever – but you won’t be able to feel that brochure in your hands (and consequently, your brain will automatically perceive this as less real).
It’s not enough to print brochures on just any kind of paper, though. You need to make sure it’s the highest quality paper. And even more than that, you need to make sure the texture of the paper is just right for your particular brand.
Selling organic makeup products? You can definitely use uncoated paper for your brochures, then – or even plain thin cardboard, if you want to go the ultra-natural route.
Selling high-end makeup products? Well, you will most likely need something that’s glossy and feels smooth in people’s hands. Yes, your consumers will associate the way the paper feels in their hands with your brand – so it’s of the highest importance to choose the right brochure paper.
Aside from your brand’s connection to the type of paper you use for your brochures, also keep in mind that:
- ● Glossy paper is great for brochures that are more graphics/ image-oriented, but it’s not that great for pieces that have to include a lot of text (mostly due to the glare generated by the glossiness of the paper).
- ● While excellent for organic, environmentally-friendly and even minimalist brands, as well as brochures that include a lot of text, uncoated paper is usually considered to be less prestigious than glossy paper. So, if you want to create a brochure for a more elegant company, but still need to add a lot of text to it, you should discuss these matters with your print specialist and see if there’s any way you can get the best out of the two worlds: a semi-glossy look with less glare, for instance.
Colour and paper quality/ texture/ style are important.
But so are the images you’re using on your brochure designs.
Let’s make this clear, though: pretty images are not enough. You can’t just put a picture of a sunset on a brochure trying to sell wigs, for example – it just doesn’t work well.
There are two main elements to consider when choosing your brochure images:
- ● How relevant they are to your business (e.g. a brand selling organic makeup products might be able to use pretty pictures of a flower that has the same colour as their lipstick, for example).
- ● How relevant they are to your target audience. Do you have a target persona in mind? Someone you actually address to in all your marketing materials? Who are they? What do they like? What kind of music do they listen to? Are they more likely to wake up very early in the morning or sleep in and work evenings?
These things might not have much of a connection to your brand – but they do. You absolutely need to know your target persona, because that’s how you create brochures and marketing materials that appeal to that specific target audience.
For instance, if you know your target audience mostly consists of Millennials, you will use pictures they can relate to (maybe pictures from a concert, or pictures from a protest, or pictures with any of the million things in the world that mean something to Millennials).
That’s how you draw your target audience in. That’s how you win their first look, their first purchase, and, eventually, their loyalty – by genuinely taking the time to know them. Last, but not least it’s crucial to make sure you don’t use images that:
- ● Look like your typical stock photos – everyone hates those and there’s just absolutely no point in using them for any kind of brochure design (not even brochures for very corporate conferences should ever include those dreadful, awful “people in a suit working together, smiling, and shaking hands”-kind-of-pictures).
- ● Are royalty-free. Double and triple-check this, because you don’t want to steal anyone’s work. If you want to be absolutely certain the images you use for your brochures are legally OK, buy the right to use them – it’s really not that expensive, it keeps you and your company safe from copyright claims, and it gives recognition where recognition is due.
Unique Shapes and Cuts
Rectangular, boring brochures that unfold and fold back again to be dumped into the first thrash bin?
No, thank you.
Regardless of what type of business you may run, you definitely need to consider something more unique than that.
And the GREAT news is that you DO have options.
As a matter of fact, the only limit you have is your own creativity.
- Triangles that unfold at the middle, circles, rectangles that unfold into an A2 poster, stars, hearts, peanuts – there’s a world of unique shapes and cuts you can use for your brochures. Don’t settle on the boring ones – dig deeper and come up with ideas that will actually surprise anyone who lays eyes on your brochures.
Think out of the box – or, in this case, think out of the classic rectangular brochure shape!
- Before they even read what’s inside, people will see all these things that set your brochure apart – so it’s important to create something that makes them curious. Colour, images, texture, and a unique shape will definitely help you win the game by building brand awareness and generating leads.
Offline marketing may not be as popular as it used to be – but brochures are still a viable, cost-effective, and efficient method of drawing attention to your brand. Use them wisely and you’ll reap all the benefits!