Tuesday, September 25, 2018

Content Can Wait ... Wait! What?


Before you start your brochure copy outline or choosing the photographs and color scheme - stop. It may surprise you to hear that an effective, well-designed promotional piece does not begin with the content. Soput down the pen, turn off the laptop and consider to the following questions.

What is the goal of the brochure? While this may seem obvious to you, a brochure is not always about “a sale.” Is your brochure going to be used to introduce your company? Is it going to be used as a tool to educate or as a followup to a presentation? Establishing a clear goal in the beginning will help smooth out the creation process.

Who is your audience? Is your target audience prospective customers, current customers or the general public? Is there a particular section of the market that you would like to reach? When your brochure reaches the hands of the customer/consumer will they have previous experience with your company or product? Knowing your audience is an important process of your promotional literature design.

How will the brochure be distributed? Once it is printed and packed neatly into boxes, you need to figure out how to get that brochure into people’s hands. Will it be mailed or handed out an an event? Will it be included in a folder as part of a presentation? Will someone from your company’s sales department leave it behind as part of a meeting with a client or will it be placed in a rack or on a showroom table? The physical characteristics of the brochure will be determined by the answers to these questions.

What format is best to convey the information? There are so many options available. For instance, a brochure that will be mailed is going to have vastly different characteristics than one that is part of presentation. A mailed brochure could be designed as a self mailer or to fit into a standard envelope. The possibilities are almost limitless.

The best place to start is to contact our sales department. They would be happy to set up a meeting with Spectra Prints’ top notch designers and help you create a brochure that will not only achieve your goals but reach the right audience and showcase your company or product in the best possible light.

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