Have you ever thought how would marketing be without brochures and point of sales materials? Marketing and brochure designing go hand in hand as husband and wife, teacher and student, or car and driver. The existence of one is dependent on the other. As marketing in this competitive world is unthinkable without point of sales materials, brochure design services is an area of specialization and income generation.
Designing of these printed sales materials has always been an area of interest among advertisers and artists alike. For artists this was an avenue of immense creativity, while for advertisers it was a tool to create awareness about their commodities or services. Over the ages, though the basic purpose of brochures has remained same their format and presentation style has undergone several changes. These changes are particularly evident after emergence of internet and popularization of online marketing techniques. Creating and designing of these advertising materials have undergone vast changes with beginning of online marketing. Certain helpful tips for new brochure designers is positively beneficial in this new marketing trend.
Define your Purpose
At the outset you must have a definite purpose of creating a publicity material. Publicity materials serve several purposes, though the primary purpose is motivating wannabe end-users. Here it needs to be understood that certain classes of brochures are meant to educate customers, some for offering information, and others for shocking. Depending on this purpose, a POS (point of sales) material could take forms of a flier, pamphlet or catalog. A pamphlet is used for wide circulation with the objective of creating brand awareness; a flier is distributed within a specific geographical territory for conveying startling information; and a catalog with detailed information is used for educating a select unit of customers. Thus, your purpose needs to be well defined before setting out to design a brochure.
Design a Format
Once the purpose is defined, designing a format becomes easy. A printed publicity material could have multiple formats: single fold, tri-fold, Z-fold, fan fold, gate-fold, broach, or catalog. Each of these format types indicates the number of pages you have for writing contents or printing images. For instance, for a single fold type you have four pages to create your publicity material, while for a tri-fold variety you have six panels. A gate-fold is a definitive form of tri-fold type with two smaller panels opening up like a gate to a bigger inside panel. Invitation and greetings cards are ideally printed in this format. A fan-fold or accordian fold is typical of a tour company, where each panel describes a specific tour package. In case you are into manufacturing or marketing a wide range of cosmetic or lingerie items a detailed catalog with several pages would be perfect. This would help customers in easier selection of their products.
Readers are your First Priority
Brochure design services is not just combination of information, illustration, and charts but expressing them in a convincing manner to readers or potential buyers of your products and services. Content, images and charts must be chosen carefully keeping your readers in mind. These readers are essentially your target audience and constitute your prospective buyers. They could be college students, ladies, travelers, or elderly. As tastes and preferences of these categories of individuals vary widely, the approach of publicity materials addressing them need to be created accordingly. In case your service or product is meant for the elderly, your pamphlet’s font should be large and distinct. Ornamental fonts could be used for printing publicity materials for cosmetics, and purses targeted at ladies.
Another important criterion for any form of POS material is usage of language. You should realize that all members of your target audience is not of same level of understanding or learning. Text of your leaflet should be lucid and images appealing to a person of normal intelligence and learning. Using jargon or figurative language must always be avoided in printed marketing materials as these make reading difficult. You must also choose a crisp and sharp typeface.
Using ‘White Space’
Though sounding a bit obvious, this is often an overlooked aspect of catalogs, and leaflets. Irrespective of your POS material being singular paneled or multiple type, your content and images must appear tempting and this could only be done when there is sufficient white space. Correct amount of white space in your pamphlet makes your text and images standout. Readability of contents and aesthetics of your brochure is an essential aspect and must never be neglected. In fact, you could use white space creatively by inserting only a tag or catch line at the top of a panel and couple it with a tempting photo.
Use Colors Wisely
Together with white other shades could be used wisely in your pamphlet. Choosing a shade is never an easy task and it takes a lot of thinking. The purpose and target audience are driving factors of selecting the right background shade for any printed advertising material. Red, pink, and yellow are warm colors and exude a feeling of elation and brightness. Brochures meant for publicizing girlie items, or children products could very well have such bright colored backgrounds. For making leaflets vibrant, green might be used as the background shade. Blue has a soothing effect on readers mind and could be used in advertisements for health products or services. A combination of black and white is perfect for conveying important instructions as done by police departments for the public. Thus selecting exact shades for your leaflet is as important as choosing a type font.
Never Ignore Paper Quality
Your entire brochure design services go to waste if you do not heed for the quality of paper used. Inferior paper could destroy your entire efforts and resources. You certainly have noticed that some leaflets are attractive even from a distance while there are others which are never lifted from their stacks in spite of being displayed generously. As POS materials are meant to convince potential consumers they must have a minimum shelf life. These materials are expected to be transferred from one pair of hands to another. Several such changing of hands could spoil a printed paper if it is of poor quality. Before opting for any paper type you must verify some end-products or samples.
Helpful tips for new brochure designers would be incomplete without a note on printing. Irrespective of the brochure type or item of publicity, its printing must be superior. Some techniques that could make your advertising material outstanding are die cut, letterpress and varnish. With die cutting, unusual shapes could be created for superlative visual effects. Letterpress helps in embossing of typefaces making the entire pamphlet excellent to touch and read. A layer of varnishing not only gives a glossy finish to your catalog, but increases its life.
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