The Ultimate Guide to Creating Brochures That Convert – Part 2: Layout and Structure
Did you miss Part 1 of our guide to creating awesome brochures? Check it out on our blog!
Brochures possess a unique capability to encapsulate vital information, narrate a compelling story, and etch a memorable presence – all neatly confined within a portable, pocket-sized canvas. But the art of designing a brochure that converts starts with a strategy: You need to have a solid plan about how you'll lay out your content and structure the overall flow of the brochure contents.
Layout and Structure
The layout and structure of your brochure play a pivotal role in how information is organized and presented. A well-thought-out layout can make your content more digestible, engaging, and persuasive.?
Here are key considerations and steps for creating an effective layout for your brochure.
1. Format your brochure.
Choose a format that suits your content and objectives. Common formats include bi-fold (single fold), tri-fold (two folds), and gatefold (multiple folds). Each format has its advantages, such as providing enough space for content or creating a surprising reveal with gatefolds.
When planning your layout, utilize a grid system to create a consistent and orderly look. Grids help align elements and maintain visual harmony. It ensures that text, images, and other elements are placed with precision, enhancing readability and aesthetics.
2. Organize using section headings and complementing images.
Divide your content into sections with clear headings. Each section should have a distinct focus, making it easier for readers to navigate and find the information they're interested in. Headings should be concise and descriptive, giving readers a glimpse of what to expect.
Images also play an important role in the success of your brochure. Be strategic about the visuals you choose: Images should complement the text and add interest. You should also allow for sufficient white space around images and text to prevent overcrowding and maintain a balanced layout.
Additionally, maintain consistency in the layout across all pages. Use the same typography, colours, and design elements throughout the brochure, and select fonts and font sizes that ensure readability. Overly decorative fonts can hinder comprehension or make brochures seem overwhelming. Consistency creates a cohesive look that enhances brand recognition and professionalism.
3. Write and place your content with readability in mind.
Your brochure may not be a book, but it still needs to be readable. For starters, ensure that there's enough contrast between the text and background for easy reading.
When designing the overall look, formulate a layout that guides readers through the content logically. Create a clear flow from one section to the next, leading readers smoothly from the beginning to the end. The sequence should follow a narrative that aligns with the brochure's purpose. You should also choose a consistent text alignment (left, right, center) for headings, subheadings, and body text, and stick with it. Consistent alignment contributes to a clean and organized appearance.
Finally, use call-outs, text boxes, and highlights to draw attention to important information. These design elements make crucial details stand out and capture your readers’ interest.
A well-structured layout not only enhances readability but also contributes to the overall aesthetics of your brochure. It guides readers through your content in a logical and engaging manner, ensuring that they absorb the information effectively. Remember that a balanced layout strikes the right equilibrium between text, imagery, and design elements, providing an enjoyable reading experience.
Showcasing Social Proof
Incorporating social proof – evidence that others have found value in your products, services, or offerings – into your brochure can significantly boost its credibility and persuasiveness. It's a powerful psychological principle that taps into the "safety in numbers" mentality.?
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Here are 6 ways to effectively showcase social proof in your brochure.
1. Testimonials, Reviews, and Other User-Generated Content
Including authentic testimonials and reviews from satisfied customers or clients can build trust and credibility. Select testimonials that highlight specific benefits, outcomes, or experiences. Use real names and photos to make the testimonials more relatable and trustworthy. If your reviews are long, use the best portions of what customers have shared.?
Likewise, if customers or clients have shared positive experiences or content related to your organization on social media, incorporate this user-generated content (with permission) in your brochure. User-generated content is authentic and relatable, resonating with prospective customers.
2. Case Studies
Feature case studies that demonstrate how your product or service solved a specific problem for a customer. Include details about the challenge, solution, and measurable results achieved. Case studies provide concrete examples of your offerings' value.
3. Awards, Certifications, and Endorsements
If your school or business has received awards, accolades, certifications, affiliations, endorsements, or industry recognition from reputable organizations, prominently display these achievements in your brochure. All of these recognitions serve as objective validation of your excellence and quality.
4. Statistics and Numbers
Incorporate relevant statistics, such as the number of satisfied customers, years of experience, successful projects, or positive outcomes. Numbers lend credibility and authority to your claims.
5. Logos of Clients or Partners
If you have worked with well-known clients, partners, or collaborators, showcase their logos. Associating your brand with established names enhances your reputation and showcases your network and credibility.
6. Before-and-After Examples
Depending on your industry, showcasing before-and-after examples can illustrate the transformational impact of your products or services. Whether it's academic progress, community enhancement, or business success, visual evidence can be compelling.
Brochures are powerful marketing tools in an age of digital selling.
Creating a brochure that captures attention and drives conversions is an art that combines strategic thinking, compelling content, captivating design, and the power of social proof.?
By combining these strategies, you can craft brochures that not only leave a lasting impression but also drive real results.?
Ready to transform your brochure into a compelling conversion tool? Commerce Press is here to assist you every step of the way. Contact us for a no-obligation quote and discover the impact a well-designed brochure can have on your marketing efforts.