Ever notice that some brochures are good resources for you while some make you wonder why they even bothered? A website, too, can be either exciting and informative or a real dud. While there are additional, interactive properties of web sites that don’t apply to brochures, first let’s take a look at the basic elements that are contained in both.
Over the next few posts, I’ll be giving you a dozen plus elements of a good brochure or web site.
1. The words should work hard. So should the design.
There should be some meat on those bones. Designing a visually dramatic brochure that contains nothing but a few vague catch phrases may look nice, but it’s not going to compel a serious buyer to consider using your company.
If a potential customer goes to all the trouble of reading your brochure or website, the least you can do is provide them with the information they need to strongly consider you. Your message should be clear and concise and have enough substance to compel a serious buyer to consider using your company. Otherwise they might as well be looking at a business card.
The design should work hard, too. While your company’s message is the most important element of your marketing piece, it may never get read if it’s not well-designed. A brochure or website is the first–and perhaps only–point of contact with your company, so it had better make a good impression. Good design will get you noticed, make it interesting to read, and help you be remembered.