Corporate Brochure Design: How to Make It Stand Out

Corporate Brochure Design: How to Make It Stand Out

When it comes to brochures, it’s all about the design. It is essential that your brochure design reflects your brand identity because this vital piece of literature is an integral part of your business and you need to make it worthwhile.

A successful brochure design can grab the audience’s attention and make them read the information inside. Imagine sitting in traffic and being handed a plain brochure only for you to toss it away because it did not appeal to you. Now, imagine being handed a brochure which has the brightest colours, huge headlines, and textured paper. Would it grab your attention then? Think about it.

In this article, we demonstrate how you can create a corporate brochure that stands out. Now let’s take your corporate brochure design to the next level.

6 Easy Steps to Make Your Brochure Design Stand Out

Your brochure design should make an impression. This is what you need to do:

1. Know your brand purpose, message and target audience

Great design begins with an understanding of what it’s for and who it’s for. When you think about your brochure design, you need to consider what type of information you are going to include and who will be reading that information.

Brand Purpose:

Before you start, you need to think about why you are creating a brochure in the first place. Is it to promote your new products and/or services? It is used as an invitation to your business event? Do you want to elaborate more on your company and its operations? Understanding why you are developing a corporate brochure and for who will help you with your brochure design.

Target Audience:

With access to a sea of information, it makes it easier to extract relevant data and insight into your target market. This type of information will help you develop a brochure design that will appeal to your target markets interests and requirements. “Different audiences require different brochure designs, and if you’re not clear on your audience, you run the risk of making the wrong design choices” (Deanna deBara, 2018).

Brand Message:

After understanding your brand purpose and target audience, you need to make sure your brand message is crystal clear in your corporate brochure. Your brand message needs to resonate with the people you are speaking to. If you don’t have a strong, clear message that speaks to them in a language they understand and images they can relate to, your brochure will fall flat.

The Onelogix Group brochure was developed to reach and inform prospective clients and customers who require logistical services, as well as potentially attract new business partners. With that in mind, the corporate brochure entailed accurate facts and information of the Onelogix Group and its service offerings.

Brochure Design - Onelogix Group Brochure Folder Inside-min

Figure 1 – Onelogix Group Brochure and Corporate Folder

2. Remember your brand identity and choose your brochure style

Brand Identity:

Your brand identity is a visual representation of your business, so keep that in mind when you start developing your brochure design. This includes colour palette, fonts and images. These elements “describe the visual look and feel of your brand and no matter what kind of brochure you’re designing, it needs to be consistent with your overall branding”(Deanna deBara, 2018).

Brochure Design - House of Granite Brochure Cover-min

Figure 2 & 3 – House of Granite Brochure

For House of Granite, its brand identity was fully integrated onto the brochure. The brochure designs included the following:

  • Logo, slogan and contact details
  • Supporting graphics, brand colour palette and font
  • Concise headings and subheadings
  • Images related to their granite products
  • A clear and simple description of their services

Brochure Design - House of Granite Brochure Inside-min

Figure 4 – House of Granite Brochure Inside

Brochure Type:

There are various types of brochure layouts to choose from. In order to determine the right type of brochure, it will depend on the content you intend to use. There are Bi-Folds, Tr-Folds, Roll Folds, Z Fold – the list goes on. For House of Granite, an A4 size Tri-fold brochure type was used because this provides ample space to convey the brand message and allows people to easily carry it.

3. Keep the content brief and use appealing headlines

You need to get your audience hooked.

Make sure your content is concise and easy to read. Having your copy ready before you start creating your brochure design will help you map out what information needs to be added or take out, as well as which headings need to be included.

If you want to get immediate attention, you need to make sure your headings and subheadings are though-provoking and make the reader spend time on that content. Here are a few tips to create strong headings:

  • Keep it short, simple and straight to the point
  • Be clear about your main benefit
  • Announce existing news
  • Appeal to your reader’s hunger for knowledge
  • Tell your audience what to do
  • Add numbers and symbols

4. Use appealing visual imagery

“Visuals are often the most striking way to leave a lasting impression in the viewer’s mind simply because they are so immediate” (Eilis Cope, 2018). Images are more effective than words. Using the right images will catch the audience’s attention at the first glance. If you offer products, incorporating high-resolution images of your products is another avenue to explore. If you have no physical products and just offer services, incorporate visual imagery that represent or depict the type of services to do.

Ambiente Luce has been making hand-crafted lights for over 30 years. When creating their brochure design, the images used showcased their products. What made it more impactful was enhancing the brand colours to make the visuals more appealing, as well as to integrate the overall look and feel of the brand identity.

Figure 5 – Ambiente Luce Brochure Image

5. Make it unique

By making your brochure design unique and creative, the target audience is more likely to read it. “Creativity is important to set you apart from your competition” (Igor Ovsyannykov, 2016). You need to aim for a brochure design that truly reflects who you are as a business, as well as makes you stand out. Some of the various ways you can make it unique is by incorporating the right colour, using high quality paper, integrating bold imagery, as well as making use of lines and shapes to make it more dynamic.

6. Include a call to action

Make certain the brochure has a clear call to action so that the audience knows what you are asking them to do. “The call to action is what you want the customer or reader to do after they have looked through your brochure” (Keith, 2010). Keep it short, sweet and make the action easy to perform. Here are tips on how you can create an impactful call to action:

  • Make your call to action an action: You can make it substantial by using strong wording like “get”, “start” and “reserve”
  • Add some urgency: use commanding words and a valid reason
  • Advertise the value of taking the next step: remind them of how they will benefit by taking the next step
  • Make your call to action clearly visible: you can repeat your call to action on various pages, as well as make it BIG and BOLD

Advantages of a Brochure

A brochure is referred to as a pamphlet or leaflet used as a marketing and branding tool. It is a tangible brand asset that reminds people about your company and service offering. Brochures are one of the most effective tools for the following reasons:

Brochures can cover a large amount of information

Known for their compact shape and size, brochures offers a lot of information for its size. This includes information about the company, products, services, as well as features, benefits and contact information.
They are extremely versatile – Brochures can easily be distributed through mail and handed out on location, and can be used in a variety of ways.

Brochures are cost effective

Especially when printed in bulk, most companies print a lot of brochure copies since it will be distributed and used in numerous forms.

Capture’s the reader’s attention

When designed correctly, brochures can grab the reader’s attention and make them read the content longer.

They can easily be distributed to a target audience

Once you have identified who you will be targeting, it is easy to distribute the brochure to that specific group.

“Brochures are often used for advertising and marketing purposes because they are effective in relaying information” (SinaLite, 2016). There are various alternatives uses of a brochure. Some clients and customers will find your brochure as an educational pamphlet, containing important information about your policies or causes. Depending on the purpose of the brochure, the content and the target audience, here are 3 alternative uses for brochures:

  • Brochures as a menu – A typical brochure style is usually used for take-out menus, making it easier for the customer to carry one around. This kind of style makes it easier to view and compare selections. The most common brochure type for a menu is a Bi-fold menu, Tri-fold and Roll Folds because they are simple and easy to view.
  • Brochure as an invitation – Brochures can also be used as an invitation for personal and/or business events. One of the benefits of using brochures as an invitations is that they are “perfect for easy viewing. You can see details laid out in a single sheet” (UPrinting, 2014). Brochures as an invitation allows you to put more information and images on a 2-panel (Bi-Fold) or 3-panel (Tri-Fold) folding style.
  • Brochure as a map – Usually lodges and hotels would use a brochure format to display a map. The main reason is because a brochure format allows for a large enough space to clearly showcase the map details. They are also foldable which allows people to carry them with ease wherever they go.

The Future of Brochure Design

With the advancement of technology, people are printing less and less. It’s not to say that printed brochures are outdated and not impactful. They still are. But businesses are starting to change their medium to E-brochures to keep up with online users. E-brochure’s is:

  • Flexible
  • Time effective
  • Environmentally safe
  • Cost effective
  • High-quality look
  • Easy to download

We spoke about how you can make your brochure layout stand out. However, if you are thinking about an E-brochure, this is how you can enhance your design even further:

1. Make use of videos

Videos are more interactive and persuasive than text. “Readers prefer to watch videos rather than glace over lines” (Flip Builder). By integrating videos into your E-brochure, you will definitely capture the reader’s attention and make them more willing to know more about your brand and offerings. When embedding videos into your online E-brochure, it is recommended that YouTube channel should be combines into your online brochure as “YouTube can drive traffic to your E-brochure and website” (Flip Builder).

2. Include moving infographics

If you intend to use infographics instead of having them static, adding slight movement into your infographics is helpful to get the message across and create an interactive experience for the reader. Because E-brochures provides better viewing quality, your infographic design will pop-out even more and make the reader view it longer.

After all that was said in this article, you can now design a compelling brochure for your business that will stand out among the rest.

If you need assistance, you can contact us and we can take your brochure design to the next level. As a creative design company, we are strong believers in great design work and with over 18 years of branding experience, you can rely on us to make your brand stand out. Contact us for a free consultation at Creative Caterpillar

About Creative Caterpillar

Comments are closed.