Brochure Design Mistakes that Can Spoil Offline Marketing

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Are you trying to promote the products and services of your company? You can use an array of marketing tools that will increase sales. In the event that you have a mediocre business, you might not be equipped with the necessary financial strength to support a large scale marketing propaganda. Under such circumstances, approaching a professional brochure designer is more feasible than organizing a charity show.
Brochures are less costly and are very effective in influencing the target customers. But there are times, when a silly mistake can mar the effect this simple marketing device can have on your customers.

Let us discuss some of the most common design mistakes by brochure designers.

An Unkempt Forest of Fonts:

A brochure can be a marketing success when you design it in a synchronized way. One thing that you need to remember here is that you are the owner of a business, not a forest of wild beasts. Now, you must be wondering, what made me utter such words?
Many marketing plans have failed because the brochure designed to bridge the gap between company and customers looked more like mayhem of typefaces than an organized piece of document. You have to understand that a document which has multiple fonts does not look good. The maximum number of fonts that can be used is two, one for the heading and the other for the rest of the content. Instead of using many fonts the designer can use the same font in different weights such as italic or bold.
Avoiding the use of comic fonts is desirable in a brochure. The best typefaces are serif and sans serif. While Palantino and Times are useful examples of serif typefaces, Helvetica is a specimen of sans serif.

Too Much Information Spoils the Doc:

One of the most important design mistakes that should be avoided is interpolating too much information in the brochure. You have to keep in mind that the brochure is meant only to promote a particular product or service. Therefore, there is no need to infuse a bag full of data about your organization. If your potential customer gets loaded with information, he will get confused and ultimately lose interest in your company. I am sure you don’t want that. So, see to it that only some important data about the specific product or service is mentioned. If the website of your company is mentioned below the content, then the potential customers can log on to the website and learn more about the company.

Absence of White Space:

When you brochure is being designed, keep an eye for margins and white spaces. The minimum margin required is 1/2?.A document that is crammed with text and image, such that they appear to be toppling from the brochure is not an attractive marketing tool.

Would you like to Read a Large Chunk of Information?

If you come to think about it, reading a large piece of text without any break is actually boring and time consuming. But, if the text is broken into headings and sub headings, reading becomes an enjoyable experience. In today’s busy life, who has the time to go through a text with no break up? Hence, when the brochure designer will put the text on the brochure, make sure that the required headlines and sub headlines are there. This will make the brochure attractive to customers, as they can find out the sub heading that interests them and read from there.

Low Quality Images are a Strict No:

If you are trying to save on a professional photographer or a brand that sells images online, you are in for trouble. Among the many design mistakes that can be done, this is of grave significance. Give the photos clicked by a professional photographer to the designer so that your brochure has ample market value.
You might ask; why are images so important? If you think from the perspective of a customer, you will realize that a brochure that has cheap and blurry images sends a negative message about the quality of the products and services of a company. Won’t it be better to spend a few extras to get huge profits in return?

A Riot of Colours:

Remember, you are selling your business, not designing a scrapbook. Unnecessary use of colours snatches the touch of professionalism from your brochure. Hence, if you keep to 3 colours that cater to the headlines, sub headings and text, the brochure will look colourful and well planned at the same time.
Say, you already have a logo. Using the prime colours of the logo in the text will render brand synergy.

Non-Alignment of Texts in a Folded Document:

Do you realize how unprofessional it is to create a brochure and hide information into the folds of the paper? If no, then ask the designer to show you a specimen of a folded brochure with text inside the folds. When a potential customer will read the brochure and find some text missing, he will not waste any amount of time in searching for the lost text. He will simply lose interest in the paper. Thus, it is essential to keep the text aligned.
Did you even read the final draft?

You don’t want to reprint the brochures because you suddenly discovered a spelling error or a grammatical mistake, do you? Design mistakes can be corrected if both the designer and you are careful to eradicate them before the document goes to the printing press.

Convey your Message Clearly:

When you market your business with the help of a brochure, ensure that the ‘call to action’ is discreetly mentioned on the paper. You can mention something like, call us now.

It is necessary that the above mentioned errors are avoided. For this reason, hire a professional brochure designer who will make none of these mistakes and help in rendering your business a successful marketing tool. So, get going and reap the benefits of a profitable business.

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18th Dec, 2014

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