Brochure Design for Print and Digital Use

The Background to Digital Brochures is not a nice picture, but let's put it in perspective.

One negative aspect about electronic brochures, originated out of the first 10 000 companies that started using this form of advertising. Sadly to such extent that the recipients, or shall we rather call them “victims” of numerous companies making use of the same e-mail database received such a magnitude of “junk mail” it became intolerable. There was in increasing demand and request for the development of software specifically designed to stop the “junk mail or SPAM” from reaching their inboxes.

On an even more malicious note, corrupt internet users used these SPAM emails to piggy back into your computer and deposit deadly electronic viruses and worms on your computer, often with disastrous effects. There are several internet programming companies that has sprung up overnight to satisfy this new market and for this reason it has become harder and harder to distribute electronic designed and generated brochures. Most companies that wish to make use of electronic brochures include a link to the brochure often situated on the sender's website. This way the email easily filters through the SPAM block programs and allows the reader freedom of choice whether they would like to visit your website or not. 

This in turn; according to statistics has proved positive since it has led to strange marketing orientated captions in e-mails that would entice the reader to not only view the electronic designed brochure but to also spend more time on the sender's website, which is believed to generate quality business.

So you would be tempted to say the printed designed brochure medium still is a better way to reach your target market successfully?

The question cannot be answered in general due to the different nature of companies and the different products and/or services offered by competitors in the same market sector. Each company's marketing strategy is and should be unique in order to stand out amongst its competitors. For one; the printed designed brochure medium is most cost effective versus the business it generates for other companies in the same or different market may feel electronic designed and generated brochures encourage website visitation which in turn reaches a larger portion of their target market. Whatever can be measured can be improved. The best advice is to do tests as to whether driving website traffic generates the greatest profit (hence digital brochures the choice); or whether printed brochures show better figures.

So how do you choose the right type of brochure for your company?

In addition to the research suggested, the easiest way is to make use of professionals. Effective brochures are almost always designed by a professional design company; and choose a supplier who is able to evaluate your needs, your audience and also give you measurable statistics. Due to the nature of their work a good design company would also be on top of the latest marketing trends. They will be able to assist you in establishing your company's brochure needs and professionally design a brochure that not only fits in with your company's look and feel but will also strike great interest in your target market. A brochure is much like a television advertisement. You remember the ones that grabbed your interest and fascination, but mostly disregard the product that it was advertising. Strange as it may seem, this is not a bad thing because striking marketing mediums allows for quicker product recognition when repeat marketing strategies are deployed. Your brochure should thus be an attention grabber.

But I know my product best. Could I not design my own brochures with the same level of effectiveness?

Unless you have extensive and up to date knowledge of current marketing trends and have a creative and design background, it is near impossible to generate a quality, attention grabbing brochure. Many companies out there advertise brochure templates or brochure creating software available for purchase, so as to enable the buyer to do just that. These brochures are easy to spot and never portray your company's image as a professionally designed brochure would.

The same as you’ve seen similar Brochure Templates are photographs used in various mediums – it is inauthentic and the sub-conscious ignores it as non-original after seeing it more than once. And this is even if it is used for a different company or product… the template has been seen, so the mind disregards it!

Ten21 is a design and media house that will gladly do an analysis for you to determine which of the above mediums would generate the most business (and return on investment) at the most cost effective prices available. A professionally designed brochure would not only depict the products and/or services your company provides, but will also reinforce Brand recognition by inducing design techniques that coincide with your company's distinctive profile. A critical feature to be considered and used in your overall marketing strategy!