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We already know that savvy business people are turning back to the standard of direct mail marketing to cut through the clutter of a digital world. Postcard-based direct mail marketing is a tried and true method that’s seen a revitalization of its use in recent years, but there are other options for direct mail marketing that shouldn’t be overlooked. One of these options is the folded brochure.
Brochures are similar to postcards in that they’re unique, memorable self-mailer pieces that are cost-effective enough to make mailing and distribution manageable. But they offer more space and more options than postcards, allowing them to carry more information and even more impactful designs. This guide will help in creating that design.
The basic rules of designing a brochure are much the same as the basic rules of designing a postcard. Designs should be clean and attractive and accurately reflect the theme of the product or company they represent. It should strike a balance between conveying a message and pleasing the eye of the viewer. It is of paramount importance that the design employs enough restraint, however, to keep from distracting viewers from the principal message the design is trying to convey. The best designs strike a balance between visual elements and content.
Brochures are larger than postcards and thus allow for larger designs and more space to deliver a message. As mentioned above, this is the real difference between brochures and postcards, but it also creates the challenge of capitalizing on that space. It’s important to keep a consistent theme throughout the piece regarding typeface, color and content, so as not to break the continuity of the piece. Use the extra space in the brochure to flesh out the ideas that the brochure carries: While a brochure isn’t a place to write a novel, it provides enough space to give in-depth descriptions of products, services or events.
A brochure also affords you more space to add imagery, like well-designed art or photos. A balance of art and photos with text and copy will create a more visually interesting and effective piece.
In short, let the space afforded by a brochure provide detailed and intriguing content alongside attractive design features and images.
Some of the rules for postcard design apply to brochure design just the same. Designs should always include company logos and contact information so that customers can follow up on information they find in the brochure. What’s more, brochures should include a call to action, as postcards and other mailing pieces do. Calls to action in brochures don’t have to be just like those in postcards, though. Postcard calls to action will always center on coupons, rewards or discounts. Brochure calls to action can be a bit more subtle; sometimes a simple “Visit us at x-website to learn more” is enough of a call to action to steer customers, especially if the brochure’s design and content have already done enough to spark interest in the company it markets for.
Remember, for mail brochures, there must be enough room for postage indicia and the address area, so account for those spaces in the design. Refer to our mailing guidelines for more info on USPS-friendly brochure layouts.
The final step to a great design is having it printed on quality paper by experienced professionals that care about your success. As always, U.S. Press is standing by to make your design happen and help your business succeed on its next marketing campaign.