Brochures must be carefully planned and designed to elicit a satisfactory response. Many factors contribute to the layout, color scheme, font choice, text, and images of the promotional flyer or brochure, but how it will be used is especially important. The utilization of the brochure is tied to the purpose, from which flows the entire design. The five brochure uses below show how the design might differ with each use.
1. The direct mail brochure contains exclusive information about a product or service for a specified mail list. This brochure design is tailored to the recipients' interests or needs.
2. Often companies place brochures in a brochure holder at strategic locations to reach consumers already shopping for similar items. For instance, a customer standing in line at a golf store would probably be interested in a brochure advertising the newest aerodynamic golf balls. The header must clearly convey the message and pique interest.
3. Brochures can be used as a sales tool containing comprehensive specifics of the merchandise or service. Sometimes these brochures will be oversized with detailed pictures and vibrant fonts to accompany a sales pitch.
4. Some companies send promotional brochures in response to inquiries, in which case the brochure would contain both the necessary information to answer common questions and also an order form or clear direction on how to take the next step.
5. Brochures that are handed out at events such as an open house, business conventions, or trade shows can expand a client list. Often these brochures contain a form that the prospect can fill out and mail back to the company.
A brochure could have more than one use, but must fulfill each purpose. When a company decides on the use first, the rest of the design process flows much more easily.
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