The brochure is one of the most popular and effective advertising mediums available to any business. They are very portable, informative, and cost effective. Your brochure can provide all the information a potential customer needs about your business without the need for a full marketing packet. Designing a brochure can be daunting. Why? Sure, there is limited space, but the choices on how to fill that space are endless. You want to make sure that you put all the information you wish to convey into a brochure, but still make it interesting to read. Sometimes it’s just easier to hand off the designing to a professional graphic designer, but oftentimes to save money, you can do it effectively yourself. What can you do to make sure that your brochure design will capture your customers’ attention and deliver the most important information? 1. Know Reader Tendencies Remember to keep readers’ psychological habits in mind when creating a brochure. Readers tend to skim information and read more about something that captures their attention. They will generally look at photos first, any graphics, then headlines, and finally the actual text. Avoid filling your brochure with too much text. Keep headlines in bigger and bolder fonts. Use images sparingly. And even keep text to a minimum by using bullet points. Remember, you want to get readers to want to read further. 2. Make A Logical Progression Your brochure printing project should flow in a logical fashion. What information should your customer know first? What comes next? Avoid giving readers information that is confusing and out of sequence. A logical brochure will more likely be read rather than end up in the trash. 3. Simplify Your Content You now know that readers like to skim and want to read things in a logical fashion. However, keeping the content simple will help assure that the reader will read on further. Keep in mind that a brochure uses very limited space compared to a booklet or pamphlet. Avoid using industry jargon or detailed specs. Instead, use simple formats like the bullet points already mentioned. Highlight a phrase in a text box. Keep plenty of white space around your content to help make it easy for the reader to catch all the information. You just want to provide the essence of your promotional message in a brochure, and then give them a way to find out more. 4. Provide a Clear Call to Action On the last section of your brochure, be sure to give a clear direction about what your reader should do next. Many businesses fail to provide the important call to action. It could simply be “call now for a free estimate,” or “stop by our store today.” Let customers know if they have a limited time to act. And by all means, give them your phone number, business location, and web address. When you design your next brochure, keep these tips in mind. You’ll have a more attractive brochure that keeps readers attention and give them reason to contact your business.