Basic Principles of Brochure Design
October 8, 2017
Sales don’t just happen. Research in decision science reveals that customers go through three stages of a purchasing process: 1) knowing your products or services, 2) collecting information and comparing products, and 3) finally making a choice for purchase. Brochure is one of the most important marketing vehicles that convert sales. A brochure presents customers with detailed information about your products or services whether it’s brochure printing on paper or a online brochure on your corporate website.
A prospect either receives your brochure passively or actively ask for a brochure from you. Those two types of prospects will view your brochure with a different mindsets. For those who have passively received your brochures, their mindsets are still at the first stage of a purchase decision making process – knowing your products or services. For those who have asked for a brochure from you, their mindsets are at the second stage of a purchase process – collecting information for comparison before they make a choice. An effective brochure design services both types of prospects well. For the first type of prospects, the cover of the brochure serves the same function of a business card – inviting them to look for more information further. The second type of prospects may actually skip the cover and look into the content of the brochure.
Content of a brochure feeds the prospects with rich information that is sufficient enough for them to make a purchase decision. There are one or more reasons for every prospect who decide not to buy your products after studying the brochure – 1) the price is too high, 2) the products don’t meet their needs, or 3) they want to delay the commitment and look at the similar products from your competitors. The content of brochures vary drastically by industries and by companies. The principles of an effective brochure design are the same – 1) present the products with pros and cons for easy comparison with your competitors, 2) answer the critical questions to eliminate the doubts that prevent the prospects from the purchase action, and 3) do brochure printing or booklet printing in an eye-catching style for a longer attention span. If you have hundreds or even thousands of products to list, catalogue printing will help the customers easily locate they are looking for.
Call for Action
Now that the prospects have successfully completed their research and product comparison, and ready to commit a purchase. An effective brochure will serve as a contact sheet to list your 1 800 number or website URL for placing orders by phone or online. People of different cognitive styles may look for the same piece of information in different ways – some look at the cover of brochure printing first, while other may look directly into the inside content or the back of the brochure. Contact information should be printed prominently on cover, content and the back of the brochure.