Creating Readable Brochures
In business, it’s all about getting remembered by your customers. If you want to retain customers and gain new ones, you need to be easily remembered by them. Memorable marketing materials can really give you an edge in the market. But when we say creating memorable materials, we mean not only making eye-catching designs but creating materials that are easy to read and understand.
So, in producing memorable brochures you need to first define the purpose and function of it. Essentially, the main purpose of brochures is to sell your business including its products and services. It can also have additional purpose which can include the following:
• Attract target customers to buy your products or avail of your services
• Educate your customers about your products or services
• Provide your customers a positive business image
After determining the purpose of you brochure, you also need to define its function. Make a list of how you intend to use your brochures.
• Will you post them on bulletin boards? If you intend to do this, you need to select a design that is simple and concise. Use also lightweight paper that will lie flat on the board. This will all help deliver your message to your customer clearly.
• Are you going to mail them with your letter? Doing this requires you to choose the right design and size of your brochure so they fit in standard sized envelopes. If you create a large brochure and intend to mail it to your target customers, you would have to pay more on postage costs.
• Are you going to hand them out at trade shows, conferences, or other events? If so, you would need to make a brochure printing design that is lightweight and easy to carry around. The brochure should allow you to flip through the pages easily as you describe your products or services to your target customers.
Now that you’ve presented the purpose and function of your brochure, it’s time to design it. When it comes to creating a compelling brochure, readability is critical. You cannot expect people to make an action on something they don’t understand. The style, color, and images in your brochures may change, but the information on the pages doesn’t. Here are pointers to get you started in producing a readable brochure:
1. No matter who your target customers are, always assume that they are over 50 years of age. This will need you to select texts that are easily readable and understandable.
2. Experts recommend using serif font style in your brochures rather than sans-serif. Serif fonts are those letters that have small tails on the end. The tails help guide the eyes of the readers along lengthy text. This characteristic of serif fonts makes it popular to use in many printed materials such as newspapers and books. But if you want to use sans-serif, limit its use to headlines or short texts.
3. Use short sentences. Keep in mind that you only have limited time to catch people’s attention. So, do it in short, clear words. This will help readers understand your message easily and quickly.
Don’t make your readers struggle to read and understand your brochure. Don’t sacrifice its readability for the sake of hip design effects. Stick to simple, readable words and texts, and you’ll get good results.
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