Creating paper communications means that you have a goal in mind. This support must be chosen carefully to avoid making mistakes in its nature.
First of all, you should understand and analyze several points that may seem insignificant, and which are the reason for your communication support:
On the basis of your answers, you will understand quickly whether the sales brochure is the right medium, preferably a flyer or a web page.
Once you are sure of your need, you will then decide the purpose of your presentation and therefore the key messages.
As a matter of good practice, it is important to:
For this, we advise you:
Use short, clear and concise sentences,
Keep the content between the pages,
To respect your brand identity and editorial line,
Do not mention dates or numbers that will change over time (if your brochure will be used for a long time),
Determine the calls to action on substance and form, to optimize the gain of returns.
Those are the main rules to follow, as of course there is a lot we could go into.
It is important to ensure that the texts in the brochure are written in such a way as to make it fluid and accessible to as many people as possible. The principles to be observed are as follows:
To be seen and appreciated visually, your brochure must have an attractive and striking design. Because, If you want your brochure to be read, it must be seen first.
Above all, as we often repeat for the realization of any support: respect and apply the elements of your brand identity. Indeed, your brand is easily spotted and identified by its logo, its colors and its signature. Your brand identity reflects your message and transcribes your values. Don’t turn away from it, no matter what the occasion or purpose of your brochure.
Moreover, the print production line imposes precise design rules:
You have the possibility to produce your brochure in-house externally or to delegate part of the design or production.
According to the production process chosen, you must either have the necessary knowledge of the printing production line, or call upon the best corporate brochure designing company. The printing standards are to be complied with and influence the creation of your media from an ergonomic, graphic design and print management point of view. Common mistakes include using an online printer when you don’t have the necessary knowledge, and having printing management problems because standards are not met; or using a quality printer without achieving the expected success because the design itself is not good enough.
To work in the best conditions, the creation of a graphic design document such as a brochure, should start with a kick-off meeting to discuss the ins and outs of your activity, the characteristics of your targets and the objectives targeted by your marketing actions. Then we advise you to work on a graphic design track before starting the creation as a whole, so as not to waste time on returns. Once the graphic design track has been validated, create the entire brochure and refine it to obtain the desired result.