How to Avoid The Ten Common Errors That Can Ruin Brochures
Mark Hale ‐ December 31, 2013
Full color brochures are an important marketing tool for most businesses, but common errors can render the brochure useless. 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.
The 10 Errors That Ruin Your Brochure are:
1. Being overly concerned with the looks, but forgetting your sales objective.
2. Giving the printer poor artwork, but expecting excellent results.
3. Forgetting to include a call to action, telling the reader what you want them to do.
4. Omitting (or hiding) prices if they are critical to the reader’s decision-making.
5. Printing too many brochures with details that go out of date quickly.
6. Giving insufficient thought to how the brochure should best be distributed.
7. Using text on the brochure that is too small to read easily.
8. Including poor-quality or inappropriate illustrations.
9. Allowing a fussy or complex design to distract from the key selling message.
10. Forgetting to monitor the response (as with any other type of advertising).
Using Color – The advent of digital printing and advancements in offset printing makes it very affordable to create a full color brochure for your business.
Because four-color printing is so inexpensive does not mean you should automatically print your brochure in full color. If your brochure is mostly text with a few photos it might make sense to print black & white, which will save you money. Using two or even three colors is an alternative to full color and can be quite effective, especially if part of the brochure is printed in a screened color that lightens the tone. This can give the effect of another color.
A brochure with lots of photos and graphics most definitely will look better printed in full color. Another reason for using full color may be to compete head-on with a rival’s color brochure.
A limited use of color can look more sophisticated than bold colors. You might also consider using full color in only part of a brochure, or you might try using colored paper — although that is quite tricky to do well.
If you would like to get an estimate on the cost of designing and printing a brochure for your company call us a 727-536-4173.
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