Beauty is in the eye of the beholder as they say. It is also said that beauty is only skin deep; if that is the case, ugly probably goes right down to the bone. The same is true of artwork, whether it be an old master, a modernist painting or a car crash of a Jackson Pollock.
What does the brochure ‘say’ to each viewer?
Each painting says something to the viewer, and each viewer will have their own take on each painting. The same is true of flyer and brochure design, although you do not have the licence to appeal to a small minority as do artists and their creations. A flyer has to be appealing on the eye yet at the same time deliver a powerful sales message to as wide an audience as possible.
Companies such as eazyprint (www.eazy-print.com) and similar offer their clients a well tried and tested method of in-house graphic design aimed at maximising the effectiveness of the sales pitch. A brochure campaign should be aimed at maximising the ratio of converting readers into customers. This is achieved by providing them with the relevant information they are seeking.
In order to do this the brochure or flyer should make use of short sharp messages rather than long winded sentences. Typically the reader will be looking for reasons why they should spend their money at your business, how much they can save and what the features and benefits to them are.
Is it attractive or does it need to be hidden from view?
A brochure or flyer has to be visually attractive. The mix of colours should be complementary and not clash. Make sure the colour scheme is in line with your brand. This is a mistake which many companies make, not matching brochure colours with brand colours. It can be and often is confusing for the reader, especially if they are not familiar with the brand.
An easy on the eye fusion of text and images works well, but that is best left to a graphic designer. Your sales team may know what they want to convey to the established and potential customers, but would they know how to put it together in a graphics package which the reader will see?
For an amateur designer creating a brochure can be a real stumbling block to success. Best leave the designing to a professional; this way you’ll be assured of getting the right mix and the most professional looking brochure possible.