By Joe Gass at Heritage Printing & Graphics
To be successful, a brochure needs to be produced with a precise objective and a target reader in mind. It’s best to create the least elaborate brochure likely to achieve its objectives.
Deciding on Your Purpose
Brochures fall into two broad categories — those that introduce a new product or service to a likely customer and those that turn an already interested customer into a buyer.
Full color is more costly but is justified if the product or service you are offering needs color to show its features. For example, a wallpaper brochure or a brochure of knitwear would not work effectively in anything other than full color. Another reason for using full color may be to compete head-on with a rival’s color brochure.
10 Ways to Create the Wrong Brochure
- Being concerned with the looks, but forgetting the sales objective.
- Giving the printer poor artwork, but expecting excellent results.
- Forgetting to emphasize the unique selling proposition of your business.
- Omitting (or hiding) prices if they are critical to the reader’s decision-making.
- Printing too many brochures with details that date too quickly.
- Giving insufficient thought to how the brochure should best be distributed.
- Using text on the brochure that is too small to read easily.
- Including poor-quality or inappropriate illustrations.
- Allowing a fussy or complex design to distract from the key selling message.
- Forgetting to monitor the response.
Heritage Printing & Graphics, Inc. Improving Your Image in the Marketplace
Banners, Signs, Displays, Decals, POP, Wall and Window Graphic Brochures, Booklets, Publications, Marketing Materials & Direct Mail
5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269
22725 Washington Street, Leonardtown, MD 20650
*We specialize in wide format, offset and digital printing.
*Veteran Owned and Operated.
*Our house papers are recycled, FSC certified & Made in America.
*We have received over 100 print quality awards during the past 15 yrs
*GreenWorks certified for environmental responsibility.