We’ve discussed catching the eye of your audience and making your brochure easy to follow. Now let’s explore perhaps the most important part: making it actionable. By this I mean leading your audience to do something now that they have some information.
What is your call to action? Do you want them to walk into your store, call your 800 number, log on to your website, refer a friend, etc? If your brochure doesn’t make it clear what you want your audience to do and provide a way they can take the next step, it will be useless. You need to create what I call an Actionable Invitation.
You should design your brochure around that desired action. Consider these questions:
What colors will draw people to my Actionable Invitation?
What words, styles, fonts, shapes, and feelings appeal to my target audience?
What do I want them to see first?
What do I want them to see last?
How will the brochure be opened/browsed?
How personal will it be?
How direct should it be?
As you can see, there’s a lot to think about from a designer’s perspective. But thinking this way will allow you to produce a valuable brochure that will make a difference in your company.
Here Here. Very good information. I own a commercial printing company and too often do we have clients who are trying to create a brochure that tries to accomplish too many things. I truly agree with your view.
Posted by: John Cassidy | September 26, 2006 at 09:58 PM