Depending on the purpose of the professional brochure, there are multiple choices to be made regarding its look and the type of information it will carry. It may be about describing products in detail or advertising a place, event or even an idea.
A professional brochure is about catching the potential client's/consumer's eye. Much like other types of marketing and advertisement it should be able to catch the eye and keep a hold on it. To achieve that, the design must be optically spectacular, with big visible headlines, sleek graphic design and a clear message. That kind of design will garner attention and interest and will make the consumer want the service or product offered.
Another brochure designing type is about giving attention to details and informing the client more thoroughly. It must answer any questions raised about the service or product and give details that the customer needs, including contact details for further questions.
These two different types of brochure design are better left alone and not mixed with each other. A simple but catchy product brochure will not please someone that requests detailed information and a detailed product description with a lot of information won't motivate anyone to seek out a new product. Defining what you want to accomplish is the first step to accomplishing your goal thanks to your brochure. Targeting the wrong audience will not help you get where you want to go.
Of course the content of a professional brochure changes depending on the service or product advertised and the audience you're targeting, but there are some basic guidelines that would better be followed before you start with your design.
A professional brochure design aims to get as much profit from a product as possible or garner attention to a specific service or event. To achieve that, the content must be spot on. So there are things that need to be considered content wise.
First of all, you need to realize what this brochure is designed to do. That usually revolves around selling something to a customer. Therefore the brochure is for the customer. It should be able to convince a customer, using all the right words and points.
What's the method of persuasion you intend to use? Are you going to tap in someone's logic (economical solutions etc.), or are you going to tap into someone's emotional core? The first page of the brochure must be compelling, even provocative. Most people won't even open a brochure if they are not compelled by the front cover. That means that the logo or company name belongs on either the right or bottom side of the page. It must be discreet yet not overlookable.
Next thing on the list must be a mission statement. Whether it's consisted of a couple of lines right under the logo or a small paragraph inside the brochure, the brochure's design must be so that the mission statement will catch a client's attention and proactively reassure him about the benefits he'll receive upon purchasing the service or product advertised. This is a good place to note recognition you've received, such as published approval or awards.
Then there are the benefits. While everything that leads up to them is discreet, the benefits must be bombarded upon the client .Making a case for the benefits the service or product of the brochure will offer a client will have the client's attention. In no case you should bury your benefits under other details. They should be integral part of the brochure's design, as they are the main point you're making to the client.
The graphics are a very important part of the brochure's design. You don't want to look cheap and sloppy. Your brochure design must be one that projects sophistication and superiority. It's not just the writing that should be compelling but also the design it accompanies. Everything from fonts to backgrounds and text boxes must be top notch and represent your mission. Professional quality brochure design makes you look professional.
Now, the writing. The most important rule about writing a professional brochure is being simple. Writing full of technical details and obscure terminology will appeal to no one. For a successful brochure you need to write in a tone comprehensible by the average person. Write like you're addressing to a friend, and drop any formalities to make the speech accessible. You need to be direct and decisive. Push away any subtleties and command the reader at your will. Make them want to do what you want them to do. Don't make it feel like you're pushing them but don't be subtle either. Make your brochure design memorable.
The brochure is a gateway, the first step the customer will make to the services and products you offer. Make room in your brochure design for contact information, web pages information, and any other way there is to reach out to you.
Getting help is important. Consider having someone professional look to your needs and at least help you design the right brochure for you. Even if you design your brochure yourself you should test it to demo audience before print a lot of copies and release it to the public.
The first page is all about grabbing attention. Designing the front cover of a brochure is a very important matter. You need to make the reader want to open the brochure and read on. It has to be catching the potential consumer's eye.
A headline summing up the benefits, a picture summarizing your work and a well-designed logo make great material for your front page. If you intend to hire a professional photographer for the pictures in the front page make sure that they are the perfect candidate. Ask for the type of photographs they specialize in and don't settle for someone who won't get the job correctly done. It's a matter of precision. There is a whole world of difference between portrait makers and bird photographers. Find what you want and then find who you want. Remember you want to design a professional brochure. Also remember to use high quality pictures, whether they are photographs of people using and enjoying your products or just of your products. Pictures will capture someone's attention much easier than words and you have to take advantage of that.
Remember that the logo and/or your company's name should be more of an afterthought in the front page, rather than in the in the center of attention. You're pushing a product, not your name.
If you hire a professional photographer, check to make sure that the photographer specializes in shooting your type of image [products, people, buildings, etc.] There is a huge difference between a specialist and a general photographer. Get the specialist.
Make the inside of the brochure look special. Even when you aim at detailed information on products, simple pricelist columns look boring and will not work as well as categorized sections with fresh design. Don't make a spreadsheet, make a brochure. Fill the background of the brochure with graphics that underline the quality of the design and headlines. Use your logo sparingly but in a position where it's clear. Don't try to cram in more information than what is absolutely needed to trigger the consumer's interest.
There are some other things that can be included in professional brochure design to compliment and highlight the product or service advertised:
Your company's history is very important as well. Creating the sense of stability and trust is very important to a lot of customers and a short summary of the business will help establish a personal connection to the customer. Some sort of biography from the owners will fit in nicely to this part of the brochure too, as a personal mission statement from the president will. Pictures of the business and employees will also help that. This is also a nice place to inform the customer of any recognition your company has earned, whether that's a third party endorsement, an award, or even good reviews published. Another form of recognition is the words of previous clients. If possible, choose people whose names might carry a meaning to your target group. Last but not least, associate your company and products with recognizable brands as much as you can without making it look like copying.
A small FAQ in the end of the brochure is a key feature in professional brochure design that can never go wrong. Gathering the most important questions and verbalize them for the consumer makes it much easier to comprehend. Set the FAQ in a text box and make it stand out. FAQs are easily digestible information and that's desired in every form of advertisement, especially in brochures, that require active attention from the reader.