The Art World
Brochure Customization Is Worth It. To a point.
Custom brochures are a good way to promote whatever it is that you need promoted. Creating an original custom brochure will always trump the common template-driven tri-fold brochure, especially when promoting your business products or locations.
But, one must be careful to get the most out of a custom design without overdoing it. Custom design elements can, in fact, backfire leading to a net negative impact once they land in the hands of your audience. So, here are some safeguards we employ to optimize the effectiveness of our clients’ brochures.
Attractive, Clear and Concise
When devising a new and distinctive approach to a brochure, such as using a dramatically different shape or distinctive layout, we make sure to avoid any negative effects on the flow and coherence of the written word. We are careful not to break paragraphs or sentences in ways that might disrupt the flow of the copy or make people lose their train of thought. The last thing we want is for someone to give up trying to read your piece.
And we want to use design elements where they do the most good. They should help rather than hinder readers to see and appreciate the most crucial images in the piece. Everything should work together to aid understanding.
Finally, we understand that content is king – not appearance. Some situations call for more detailed, specific information. But too much content is often damaging to the message itself. You want an audience to learn enough that they want to know more. Too much detail bogs readers down and they lose their curiosity – and the urge to call or email you.
Different, Not Quirky
All too often, graphic artists over-design a piece in an effort to make it special. Too much customization can actually reduce the impact your piece will have on typically diverse audiences. In order to effectively reach a lot of different people, you will have to appeal to their common interests or needs in a way that makes them feel you understand and appreciate them.
This demands that we create a layout and design that isn’t overly complicated or too offbeat. Any kind of extreme customization can attract or repel people in many ways. Therefore, we want to minimize the risks to its overall impact while maximizing its appeal to the broadest segment of your audience.
Avoid Distribution Problems
Custom pieces often benefit from nontraditional sizes and shapes. But without proper preparation and staying mindful of the limitations of distribution, you can have stunningly attractive brochures that are prohibitively expensive to put in your prospect’s hands. Size and weight are crucial.
Out of Sight, Out of Mind
All too often, clients fail to realize that their brochures need to be used at every opportunity. New business prospects not only need the information, but the physical reminder of what a particular company can offer them. We urge our clients to update their brochures so they are seen as timely, helpful reminders of one’s latest capabilities and product offerings.
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