Today’s marketing world is dominated by digital efforts such as social media, SEO, and email marketing, and for good reason, it works. But in most integrated marketing plans there is still a place for printed collateral, such as brochures, brand catalogs, sell sheets, etc. This applies to B2B and B2C companies. At BT Marketing & Design almost all of our clients that have comprehensive marketing plans in place have utilized a brochure in one or more instances across their marketing plans.
With so much focus on how to execute digital marketing effectively it can be easy to overlook the importance of planning and strategy as it applies to brochure design. Essential elements like branded layout, images, fonts, color, writing, and printing all play purposeful roles in the development of collateral.
The brochure layout should first and foremost communicate effectively. This is not just the job of the headline and copy. Clutter tends to make printed marketing materials difficult to read, and unappealing to engage in. Think about walking into a cluttered room. It’s uncomfortable and hard to navigate. Marketers have been known to cram in too much information in one space. This effort has good intentions, but can work against your goals. Your agency should help establish your key messaging as it applies to each particular brochure execution. You can then include the essential communication elements. The result will be a brochure layout that is appealing to look at, easy to read, and one that communicates your message in an efficient manner. After all, you only have a few seconds to grab and keep the attention of the reader.
Marketing agencies have access to high quality stock images that can be purchased for very low cost. Of course trying to get your brand to stand apart from the competition with stock photography can be difficult. Most stock tends to look very similar, and finding genuine images typically requires hours of searching. Hiring a photographer is a great way to accomplish a unique, high quality look and feel, if you have the budget. If not there are tricks to help make stock images stand out.
1. Use a filter that helps give images a unique look.
2. Zoom in to your photography for a close up approach.
3. Go black and white.
4. Use studio images with plain or no backgrounds.
When considering photography in brochure and collateral design, consistency is king. Maintaining a consistent photography style and/or effect will help your work maintain a branded, visually identifiable look and feel.
Fonts & Color
Fonts and color have a lot of power when it comes to making brochure designs look great and communicate effectively. In brochure design you’ll want to maintain consistent fonts across the execution. Ideally these should be the same fonts you use in other marketing materials. Contrasting fonts add visual appeal, and consistent use of brand colors can help make all of your marketing materials recognizable with just a quick glance.
Professional digital printing has come a long way. Smaller runs of brochures and collateral are affordable when using digital. The quality of digital printing is virtually comparable to offset printing, so it can be a great option for smaller businesses. Marketing agencies have established relationships with printers local to your business area. BT Marketing design works with a variety of printers in New Haven County, Harford County, and across CT and New York.
Digital marketing continues to establish itself as a key element to any marketing plan. Despite this fact, print mediums like brochures still prove to be an effective option for achieving certain goals.