Many businesses print standard tri-fold brochures that list their products and services, but you can make your business stand out by printing eight-page brochures that generate sales. Land more customers with these eight-page brochure design tips.
Presentation vs. packing in (too much) information
An eight-page brochure is all about presentation, so resist the urge to pack it with more information simply because you have more space. Every design element should exist only to further your stated goals (more on that in a minute).
Keep your design simple and spacious and use the extra area to separate visual elements from copy for an interesting and exciting aesthetic. Instead of a laborious read, make your eight-page brochure design compelling with oversized images, comparison charts, customer testimonials, informational graphics and easy-to-read text.
Your design can span multiple panels, too — this a great way to showcase product features and illustrate how they benefit customers. For example, a brochure for a high-tech vacuum could depict the product on a four-panel spread that highlights various “points of interest” – bagless operation, easy-to-empty dust bin, cordless charging and other technology that benefits customers.
This brochure for Keep Cleveland Boring features large images. The copy could have fit in a smaller brochure, but the larger design makes for an exciting presentation.
Take customers on a visual journey
Remember what we said about presentation? Consider how your brochure fold lends itself to your customers’ visual journey. Create an interesting cover that invites customers to take a closer look at your brochure, then use interior pages or panels to guide customers through product discovery, create desire by revealing benefits and, finally, motivate response with a call to action.
Determine the hierarchy of information and design each panel or page accordingly. For example, your cover might ask an interesting question that motivates opens. The first “unfold” might reveal the answer and desirable product benefits. The second “unfold” might illustrate how your product delivers those benefits, detail pricing and deliver a call to action. In this manner, you can foster intrigue and create desire before customers see how much your product costs – then, you can sweeten the deal with a strong offer.
Your layout will differ depending on the type of brochure fold you have. For example, a booklet-style brochure has saddle-stitched pages that read like a book; while a double gatefold brochure can have eight panels that reveal new information within each fold.
No matter which type of brochure you print, it's a good idea to download free brochure layout templates to make sure your design is print-ready.
Each panel of this brochure for the Northwest Ministry Network delivers new and important information about the seminar it promotes.
Set goals for your brochure
Identify what outcomes you want before you begin crafting your 8-page brochure design. This will help you establish visual hierarchy and ultimately create a layout that will help you achieve those goals.
Do you need to introduce customers to your products or services? Do you need to compare how your product stacks up against the competition? Do you need to convince customers they need what you sell, or are they ready to buy and in the process of comparing vendors?
Understand when customers will see your brochure: in your lobby, at a sales meeting, at a trade show or after receiving it in the mail. Determine what stage of the buyer’s journey they’re in and cater your messaging to that.
What, exactly, should they do next? They might go to your website to make a purchase or watch an interactive video, call you on the phone to set up a consultation or visit your brick-and-mortar store to make a purchase. The answer to this question should play a prominent role in your brochure design.
In short, every design element should lend itself to achieving your stated goals. If one doesn’t, scrap it.
This brochure cover design for Chicago Pet Sitters helps accomplish multiple goals: it increases brand recognition and lends the idea that the company is a good choice for holiday travelers.
Add multiple calls to action
An eight-page brochure allows communicating with different customer personas and people in various stages of the buyer’s journey; therefore, it can be a good idea to incorporate multiple calls to action that motivate a response from different types of customers.
For example, one page or panel might feature a competitor comparison chart and invite readers to watch an interactive video on their mobile devices. Another might deliver a discount coupon with a time-limited offer. Yet another might showcase your customer service team and let customers know they can call any time with questions.
Multiple calls to action are a good idea for budget-minded businesses that want to get the most bang for their brochure printing buck.
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