Just like flyers, you simply can’t avoid brochures. Unless you’ve been living under a rock for the past 20 years, there is no chance you weren’t handed one that you found useless and threw it in the first trash can you saw.
But how can you avoid that with your brochure design? After investing time, effort and money designing that perfect design to catch the attention, it’ll hurt big time to see it tossed in the trash.
When it comes to brochure design, there are a few elements you must include in your printed brochure. So, let’s dig deeper into this subject. There’s a lot to cover!
Basic elements of a good brochure design
Whether you’re announcing an approaching sale or you want to invite prospective customers to a newly opened, nearby café, brochures have been serving their specific purpose for ages.
If your brochure game is strong, it becomes easier to grab the attention of the targeted readers and get them to go through the brochure. If your brochure game is weak, your precious brochure might end up being discarded in the trash can. By combining engaging content with appealing aesthetics, you can come up with a brochure that serves your brand well, be it explaining your products or services, updating customers about a new line of products, or complementing your promotional giveaway.
Here in this post, we will discuss the anatomy of a brochure, what it takes to design a brochure from start to finish, and most importantly, how to do it right. So, let’s dig deeper into what the components of good brochure design are.
Whether you are designing a brochure from scratch or using brochure design templates, being knowledgeable about the key design components of a brochure will definitely help.
The front cover
Being one of the crucial components of the brochure, the front cover is aimed at grabbing the attention of the audience and fabricating an emotional bond that compels the audience to read the brochure. The front cover is forged according to the nature of the business.
If you are designing for a beauty salon, let’s say, the theme of the front cover of your brochure should fit the overall style of the business. Which is, in this case, a beauty salon. The designer may use geographic shapes, embossing and die-cutting options to style the cover. It’s also recommended to use bold typeface on any cover to catch the attention of the readers.
The inside flap
Now that we’ve talked about the elements of your front cover, let’s move on. The inside flap is equally as important because it will briefly explain how your business can help potential customers. Considering the fact that the readers can lose their focus so easily, the brochure flap should be embellished with powerful images, icons, and calls-to-action to keep the viewer excited. Since crowded copy would be hard to read, make sure there is enough whitespace or negative space around the text to let the brochure breathe.
Try not to cram up the text in this section. Do not use more than two fonts, or overly emphasizing content with bold, italic, underline, or capitalization.
The text has the power to communicate your brand’s message to the readers. The words you use should be clear enough to send your message. It could be for increasing awareness for your brand, boosting sales, or to persuade repeat purchases. You can’t just add words to a brochure and expect them to stick. There should be a whole content strategy plan in place when creating content for a brochure. Which is why it is best to stay on top of the latest content trends.
The content strategy will give your design a proper structure, making the piece readable and easy to navigate. Having unnecessary data or content in the brochure can quickly make your would-be audience leave you behind completely.
The back cover
Once you have given the reader all the information they need, it’s time to bring it home with a call-to-action. A CTA aims to direct the readers towards what they should do next. Have a really good product that they can order? Slap on an “Order now!” CTA. What about a brochure about green energy? A “Don’t forget to recycle” CTA would work really well.
Some of the most commonly used call-to-actions include:
- Using a QR code or discount code to save money with every purchase
- Subscribing to the newsletter
- Following on social media accounts
- Granting a discount to every reader that visits your store with the brochure
This section of the brochure usually contains important contact details such as:
- The email address – for the readers that are more comfortable with writing the queries than communicating them over the phone.
- The phone number – for the people looking for immediate answers to their questions.
- Incentivized ending – to appeal to readers by using phrases like a free quote, download a free guide, or get a free consultation, etc.
How to design an engaging brochure
The content elements of a brochure have an important role to play in the success of brochure design. Here are the important elements:
The logo is the face of a business, which is why it should be placed somewhere visible in your brochure. A good brochure design always has a logo that can represent the business in all possible ways. Make sure it isn’t too big on the cover. If you do not have a logo yet, you can make your logo online using a logo maker tool.
Usually, the logo is placed on the front cover, but in some designs, it is missing depending on the design and its theme. It is advised to use a vector formated logo, as vectors are super-clear at any imaginable size and stay sharp even on the low-resolution PDF exports used in document exchange.
Logo placement is serious business and it is nothing to be taken lightly. Designers should be aware of the basics like U spacing, optimal readability size, and balancing negative and positive space. Most of the logos can be adjusted easily in the design; however, playing around with different sizes and alignments won’t hurt.
Pictures are worth a thousand words. Visuals comprise of a variety of things, including HD images, icons, graphical elements, and so on. They will make your design easy to navigate. Look for meaningful images and illustrations for your brochure to add visual interest to your design.
If you do not have a budget for your own product images, stock images are also an option. That being said, try to avoid using them for the sake of brand credibility. However, if stock photos are the only choice you have, then make sure that the images fit the message.
The headline should be quick and concise. It should grab the attention of the reader in no time and deliver the right information in just a few seconds. When creating a headline for your brochure, you have to be sure the chosen font is legible, clean, and complementary to your brand image.
Some good Sans Serif fonts for brochure headings are Oswald, Aquatico, Moon, Lombok, Bernier, and Pier.
The text supports the headline and elaborates it further. The body text also explains the unique solutions and USPs your business promises to the targeted audience. For brochure printing, search for a font that looks traditional and simple. If your font looks something like what your readers come across daily, then they will be more prone to read your brochure.
Furthermore, the medium weight fonts are more legible than the lighter alternatives and the extremely heavy weight fonts are hard to read in bulk.
Call to action
Call to actions push the viewers to the verge of following the desired action. The call to actions should be carefully selected as per the brand. If you run a charitable organization, your call to action would be related to donations or volunteering; similarly, if you are a mentor, then your call to action will be something about downloading your guide. A powerful call to action does not just tell the readers what to do, but it also gives them the right motivation to do so.
If you created a hooking title, persuaded your readers with engaging body text, and presented an offer they simply can’t refuse, don’t undo all your efforts by using a weak call to action. Choose a concise, well-written call to action and let it do its magic for you!
Allow your viewers to contact you at their own convenience. You can provide a list of emails, phone numbers, fax numbers, and so on. Designers usually place the contact details in the center, but it, like other elements, totally depends on the design.
At times, viewers are unable to locate the contact details in your brochure, so it’s recommended to keep all contact information prominent. When placing your contact information, you can be extreme by dedicating a whole panel of the brochure for this or combine it with more text (a quote, brand information, or call to action).
The anatomy of good brochure design. Takeaways
When designing your brochure, make sure it has all the elements we talked about above. We hope this post will help you come up with powerful and effective brochure design that fulfills all your brochure goals. Moreover, designers should also consider using a heat map to monitor the more popular sections of your digital brochure. Here are some main takeaways to consider when designing your own brochures:
- Front covers always steal the show, so make sure they fabricate an emotional bond with readers
- The flap should be engaging enough to keep the momentum going
- Use high-quality images to support your text and headlines
- The back cover of the brochure should conclude the information with a clear, yet powerful call to action
- Last but equally importantly, contact information should be made clear and prominent
And that’s it! Make sure you check out Flipsnack’s template inventory for all sorts of creative and engaging brochure designs.