Unlike digital and other modern forms of marketing, a brochure can create a more personal impact on the potential client, conveying to them all that they need to know about your business.
A well-structured brochure can be a great way to create a great first impression and convert leads into clients. A brochure, therefore, is an investment – and not one to be made without careful planning.
But how do you ensure that your brochure serves the purpose it was designed for, without ending up in the trash bin? If a brochure is on your budget this financial year, find out as we discuss 6 important points that can help your brochure make a stunning impact this financial year!
1. Bold Font Faces
When you have a statement to make, make it bold.
Studies have proven that the human attention span is becoming shorter by the day and, therefore, the current trend emphasises the use of fewer words and more design.
It’s true that, increasingly, people may not have the patience to read and prefer pictures to text. But if you know exactly what to say, how to say it well, in a typeface that’s both easy to read and visually pleasing, trust us – your readers will certainly take note.
A word to the wise: Keep the background clean when you opt for bold fonts, lest the layout get too cluttered.
2. Custom-made Illustrations
If you want to stand out, stand apart.
When was the last time your designer came up with a truly unique illustration made exclusively for you – an infographic, a sketch, or even a set of icons? If you don’t seem to remember, then it’s probably because it hasn’t been done in a while.
There is so much already out there on the internet, so your designers may be tempted to simply pick and choose. While going with a readily available template or illustration can save you a lot of time, your print brochure design is a relatively long-term investment. Customisation is worth the effort!
A brochure with a custom-made illustration is sure to make potential prospects take a second look.
3. Realistic Photos
In a world full of stock, keep it real.
If your design or your industry demands the use of photographs rather than illustrations in your brochure, then remember that the same rule applies here as well. Yes, there are millions of stock photos available online at your disposal. But no – not just ‘any’ stock photo will do.
If you can organise a photoshoot for your products and services, there’s nothing like it. However, if that’s not possible, either because you’re just starting out or because your product is not tangible, choose stock photos that look as realistic as possible.
Here are three quick tips:
Using photos with Caucasian-looking people for a solution targeted only at Indian audiences? That’s a big no-no. Match the people in your images to the target audience as closely as possible.
You may need to dig a little deeper to find them, but select stock images that do not look staged. This will help your potential customers trust you more easily.
Chances are, every designer has seen the photos that you are looking at online. When searching for images, look beyond the first page of results to reduce the chances of the pictures you choose having been seen and used by others.
4. Vibrant Colour
Be formal without being boring.
2018 was filled with colourful surprises in the world of design, and the trend is set to continue in 2019 as well. If you are afraid to experiment with multiple colours and patterns, try to keep your design minimal and let solid blocks of bright colours do the trick for you.
While minimalism is still the way to keep it classy, replace the bland monochromes with blues, yellows and maroons to keep heads turning your way.
Another way to go about it is to keep your layouts clean and white and add an occasional pop of colour through the clever use of images or illustrations. Colourful minimalism is the way to go!
5. Grids and Lines
Choose edges over curves.
Line-based layouts are as old as time, but they went briefly out of style when curvy text boxes took over. Well, we’re happy to let you know that line-based layouts are back again!
Split your brochure space with grids of straight lines – vertical, horizontal or diagonal – to achieve a clean and sharp look. Don’t use borders or mark your grids with actual lines; use blocks of colour, blocks of text and even blocks of white space instead.
Experiment with grids of varying lengths and widths to break the monotony. Don’t be afraid to try diagonal grids, especially if you have image-heavy layouts.
6. Asymmetrical Design
When you appeal to the senses, don’t forget the sense of touch.
A good brochure is more than just about content and design. The shape, size, texture, folds, weight and quality of the paper matter too.
Digital communication is restricted to the virtual world, and cannot interact with the senses of touch and smell. And, although subconsciously, these elements make an impact on potential customers, telling them everything they need to know about how premium your brand is and whether or not they are interested in working with you.
This year, experiment with asymmetry – in shape, texture, cut – to set your brochure radically apart from the traditional. Remember, asymmetry doesn’t mean mayhem, with cuts and colours added simply out of a desperate need to look different. Ensure that the overall brochure comes together cohesively to present your brand as you know it – formal or fun, technical or cool, vibrant or serious.
At Mot Juste, we know just how to incorporate the latest in industry trends to craft the brochure that perfectly suits your business. With succinct content and unique design, we ensure that your brochure surpasses your expectations and meets your requirements, while following the spirit of the industry’s latest trends.
We also support with print as required.
To know more about our comprehensive brochure design services, get in touch with us today.