Best Practices for Brochure Design
Brochure displays are still one of the most effective means of influencing visitors during their trip. They appeal to visitors who are already out and about in your local area. Naturally, some brochures are more effective than others and the difference usually comes down to a few basic concepts.
DEFINE YOUR AUDIENCE
• Figure out exactly the customer you are seeking to influence and make sure your brochure is targeted to that group.
• Families with Children
• Young Professionals out for a Relaxing Weekend
• Retirees enjoying a carefree time of life
• Hikers, Campers and lovers of the outdoors
• People who want to explore and learn at your museum or art studio
• Foodies who want to experience new local flavors
MAKE IT PROFESSIONAL
• Use professionals to design and print your brochures. Good quality design and print reflects strongly on your product or service and will repay you through high ROI.
• Highlight at the top of your brochure what is unique about the offering from your attraction, entertainment, activity, restaurant, lodging, event or other product or service.
• Use a good quality paper and of the right weight. The wrong paper weight and grain can result in the brochures sagging or bending on the display stands.
THE TOP 1/3 OF YOUR BROCHURE IS
THE MOST IMPORTANT
• For best visibility in brochure racks, make sure your most important promotional message is positioned to the top one-third of the brochure.
• Your main message should be a description of the activity you are promoting rather than the name of your town or company. If visitors see a brochure that says “TRAIN RIDES” they are more likely to pick it up than if it says “Acme Railroad Company.”
USE BOTH SIDES OF YOUR
BROCHURE AND BOLD COLORS
• Display a strong message on both sides of the rack card or brochure. If a marketing piece is placed in the rack the wrong way, your call to action is still visible.
• Some of the fastest moving brochures are the ones with bright, bold colors. Even black can make a statement if it’s enhanced by other bold colors.
QR CODES AND DETAILED INFORMATION
• Your brochure should convey all the information a visitor needs to make their decision to visit you or to buy your product or service.
• Provide your hours of operation and whether you recommend reservations. Add a phone number and website.
• QR codes are gathering steam. This will direct a visitor straight to your website and are often available for no cost.
• Use short paragraphs with headings to gain the readers attention. Use bullet-points rather than lengthy text. Use captions with your photographs.
PEOPLE STILL LOVE PRINTED MAPS
• Try to include a colorful map in your brochure so people can see what other places are in the area.
• Sometimes you can get other businesses to pitch in for the cost of printing if you include them on your map.
DON’T SKIMP ON BEAUTIFUL PHOTOGRAPHY
• Photographs and illustrations are really important, make sure they are excellent. More visitors remember what they see than what they read.
VISITORS LOVE DEALS
• Coupons and discount offerings in your brochure are a great incentive. They can also help you track how well the brochure is performing.