Brochures are one of the most effective promotional tools in your arsenal. Those (often) tri-folded and glossy pieces of paper are made to both catch your target customers' eyes and convey all the information they would need to know about your business. Think of it as an elevator pitch with photos and your contact information. Once you get the brochure in your customers' hands, it has to work. Right?
Well, almost. The problem is that many companies simply don't hit the mark. They throw some photos together, add a list of services offered, put in their contact information and call it a day - not exactly compelling advertising, is it? Don't be that company. Think outside the box to inspired brochure design.
Brochures are typically tri-folded, but they don't have to be. You can create a compelling design by going long and creating a brochure that has additional folds. Do the design right, and the collapsed brochure will feel almost like a booklet, like this one from MCA.
Many companies use photos to portray what they do or the ways in which their products are used -- an ice cream shop showing smiling families or a travel company showing destinations -- but it can be so much more. Don't be afraid to highlight your brand and use photos to make an impression. Sunrise Yachts did a great job of this.
You can also turn some heads by creating a brochure that has a simple single fold. It takes up more room on a display rack, but it makes doing things like including a map much easier. Just ask John Deere.
Your brochure doesn't have to fold either. It could be more of a booklet. This is a great solution when you need to convey more information than a single page of paper would allow, like this one from Mukhlasur Rahman.
Step to It
If you opt for a booklet-style brochure, you still have options to do something different, such as having the pages cut into steps. SIOR used this technique. The result is visually appealing and the stepping makes it easy to flip through.
Novelty Is Effective
Also, don't be afraid to be novel in your approach, like Tupperware. The company made itself memorable by putting its corporate brochure in a small box that looks like a Tupperware container.
Cut It Out
You can also create novelty by incorporating die cuts into your design. Whether you use them to make pop-ups or as overlays on a larger design, the end result can be compelling. San Marino is a good example.
Be Different, but Cohesive
Another thing you can do to set your company apart from others is to be different, but cohesive. Use the same template but swap out colors, feature different images, or both, like this Chicago Neighborhood Guide.
Also, remember that you don't need to use square sheets of paper. Second Wind Spa created a brochure that was more of a teardrop-shaped booklet with a hinged corner that allows users to slide between sections.
Inserts also matter, like in this retro design from Vespa. The inserts tell a story with maps and timelines while the novel shape just begs to be opened.
Brochures can be very effective but just having a brochure is only half the battle. It also needs to be designed well. When you find the right mix, you will attract new customers like never before and get them talking about your brand.
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