Have you created your first brochure to showcase your business and offer prospective clients a chance to get to know you? If so, look at our list of top mistakes made by business owners and decide whether it might need a bit of a makeover (and congratulations if you have successfully avoided all of these!). If you are about to design and print your first brochure, read carefully and learn from other’s mistakes to make the best of your budget and objectives.
1. Too much text – brochures are meant to be brief introductions, not detailed outlines. If you have spared images, colors, and shapes in favour of long passages, protracted headlines, complex jargon words and endless lists or elaborate descriptions, your brochure is failing to pinpoint the essential, grab the attention and interest the reader.
2. Too many colors – using bright, contrasting colors is essential for the aesthetic quality of your brochure. In this sense, dark blue text on a black background just doesn’t make for an easy read. Make sure you stick to your brand’s specific colors as well. This makes the brochure identifiable with your company or product and complements your marketing efforts.
3. Too many pictures – images are good. In fact, they should be the main focus of your brochure. An attractive image that is clear, bright and professional is your best chance of catching a reader’s attention. Too many images or too detailed ones may pull the focus off your main point.
4. Poor choice of material – it is a shame to produce a great design and ruin it with flimsy paper or an unprofessional printer service. Browse http://www.grgprint.com/services/brochures-catalogues-booklets/ in your industry forums or talk to a fellow business owner with good experience.
5. Irrelevant content – it is natural to try to make your brochure more appealing by sticking an image of an attractive woman or a cute pet, but this might not ring the right bell with your potential customer. We are not saying that you should have a bland picture of your product either, but rather an illustration to your concept or message.
6. No call to action – you have provided all necessary information to the brochure’s reader, but so what? There is probably a ton of similar information from your competitors out there and unless you are the only business in town, it is a good idea to include a special incentive for the customer, such as a free visit, a discount code, a complementary product or service, etc.
7. Ineffective font – we are lazy readers, especially when it comes to marketing materials. If it’s not easy to read it, we will simply drop it. Use large enough, easy to read fonts that are aligned with your brand as well.
8. No contact information – you have given your brochure your all – a catchy title, a lovely image, a short and easy to read text, a call-to-action, a beautiful glossy finish and no means for the client to reach back to you. Contact information should be conveniently placed and offer more than one method of reaching out.