October 24, 2016 · Print This Article
When a brochure is best
No doubt about it, a printed brochure is more expensive to produce than a digital copy. That is why we wouldn’t recommend it for the top of your marketing funnel. However, as your prospects are converting to customers, there is nothing classier than a traditional, palpable brochure in hand to tip the scales.
Despite the significant conversion to all things digital, tactile marketing stands out from the crowd in its tangibility. Also, adding tactile marketing to your existing digital strategies is a sure strategy to increase the overall success of your marketing investment. Recent studies have shown that tactile marketing has higher retention and response rates.
Good, better, best
Because brochures are more luxurious, it’s imperative to get their design spot-on. Design seems pretty straight forward; some nice visuals and text to dress up an idea right? Not so fast! Frankly, there is a lot of complex depth at play when it comes to successful designing. Print design is reader-focused – with emphasis on clarity of communication through readability and the ability to navigate the brochure with ease.
Fortunately for your marketing budget, our graphic design artists are sharing with you the classic principles of design:
- Balance determines how weighted a design is to a certain area. Whether the balance is symmetrical, asymmetrical, or radial; the aim is to create a sense of stability and unity. Unbalanced designs may be labelled as dynamic, but they can also cause readers to miss things as the page is harder to take in. Don’t be too graphics- or text- heavy. The spacing between elements is as important as the elements themselves. By selecting simple layouts, it is easier for your readers to follow the flow of your content.
- Repetition leads the eye across a page. Without variation, though, it can quickly become monotonous. The trick is to consider how fast you want your audience to absorb your content. The more repetition you use, the quicker the brain registers your design. On the flipside, though, more repetition also makes them bored! Use minor variations within the repetition to keep attentiveness.
- Contrast – Placing two opposites near each other is especially useful to attract attention and causes areas to “pop” out. All brochures need at least some component of contrast in order to be interesting.
- Dominance is used to surprise your readers’ brains, triggering them to process information in a more detailed way. Placing the most important information in the dominant area of the design to catch the eye of your audience will focus their attention.
- Hierarchy, AKA “order of importance’, determines precisely what path the eye will be taken along in a design. Because brochures have much varied information per page, hierarchy is one of the most important design principles. The principles above are used to create a sense of hierarchy.
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