What Makes a Good Brochure?

Brochures can be great for spreading the word about your products or convincing new clients to get in touch, but how do you create a good brochure?

Designing Your Brochure

The best way to judge a brochure is by how well it fulfils its goal. You should have a clear idea of what you want to achieve before you start writing the brochure. This goal should guide all of your design and content decisions. Ideally, it should be something that you can measure so that you can judge how well your brochure achieved its goal at the end. For example:

• How much money did you raise after sending out a charity brochure to past donors?
• Did your company brochure convince any new clients to make an order?
• Were there more sales of the products featured in the brochure you sent out to existing customers?

A good brochure will be able to get the readers to perform a specific action. It should appeal to the right target audience and convince them to do what you want them to.

Our Top Tips for a Good Brochure

Having a clear audience and aim in mind should help you to create an effective brochure and to judge how well it performed. However, it isn’t always easy to know how to achieve your goals. Here are some key points you should consider:

1. Appeal to Your Target Audience:

Make sure that you know who your readers are, whether you’re drawing on market research or your own experiences. The brochure needs to contain material that is of interest to your audience, so try to put yourself in their position. Are you creating a serious, technical brochure for industry experts or a cheerful, colourful brochure to appeal to young customers?

2. Catch People’s Attention with the Cover:

Brochures only work well when people take the time to open them and look aside. This means that your cover needs to convince someone to pick the brochure up and turn the pages. You can use pictures, colours and big letters to catch people’s eye, but you also need to give them a good idea of what they will find inside.

3. Stick to Your Brand:

The style choices you make need to appeal to your target audience while staying consistent with your brand. Every choice you make, from the colours to the paper type, will say something about you, so make sure they’re sending the right message.

4. Make It Easy to Read:

A good brochure should be easy for the readers to understand, even if they’re just skimming. Your brochure may also need to be accessible for people with different needs. Make sure your text is readable and use the layout to highlight the important bits and guide people through the brochure. Headings, borders and bullet points can all be useful.

5. Convince People to Take Action:

A good brochure should get people to do something, whether that is to visit your website, donate money, place and order, or visit your business. You need to make it as easy as possible for people to take this step, so make sure that the essential details (like your phone number or address) are easy to find.