Designing a Brochure to Complement your Website

In the Digital Age, the vast majority of every business’s creative force and advertising budget has been allocated to the Internet rather than print. As landing pages and social media sites become increasingly central to every company’s marketing strategy, brochure design has faded from the conversation.

Still, though times have changed, the promotional powers of brochures remain the same. In fact, even businesses that operate exclusively online can benefit from print advertisements as a means of featuring products and describing services.

The simple fact is that humans are creatures of habit. No matter how comfortable people become in the digital landscape, they will still yearn for simpler times to some degree, and brochures are a vestige of classic marketing tools that everyone is familiar with. All of this being the case, don’t count brochures as obsolete just yet.

Why Brochures Are So Effective

Though they are, at their core, a promotional tool, brochures feel more informational than advertorial to consumers. This is because brochures tend to present relevant facts without a lot of unnecessary fluff—they’re straight and to the point.

What’s more, that crisp language is generally accompanied by quite a few images. People tend to gravitate toward items that are laden with pictures and light on words.

While brochures used to require a hefty printing budget in order for companies to capitalize on these benefits, that’s no longer the case. A business can now distribute a brochure without printing a single copy if they wish—simply design them, export them as PDFs, then add them to your website or email them to clients as desired.

This option is great for companies who aren’t ready to give up on the power of brochures just yet, but these items must be designed carefully.

Designing A Modern Day Brochure

Old best practices for print design don’t necessarily apply to modern brochure layouts. Where you once had to consider bleeds and folds that would affect the physical product, you now need to focus on more contemporary elements. Some of these components include:

Beyond simply adhering to basic design principles, you must also ensure that you are complying with all of your company’s digital branding requirements. This enhances a sense of continuity and builds recognition. Some of the ways you can achieve this include:

After you have achieved a design that is as effective online as it is in print, and that incorporates the company’s brand, you can take some creative license. You want your brochure to stand out in front of the crowd and catch potential customers’ attention; some of the ways you might do that are:

There’s no denying that brochures don’t get the same play in the marketing world that they once did, but with some creative elbow grease and promotional vision, modern brochures can certainly have a renaissance as a valuable marketing tool for your company.

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