We see a lot of brochures come through our printers and some ultimately stand out more than others. Brochures can be thick displays of products or simple tri-folds meant to tell a branding story. Either way, when a company adds something special to the mix it makes us stop and look. Changing up the mundane doesn’t always have to be expensive in the print world either, all you need to make your marketing more effective could mean a little more daring creativity and thinking outside the traditional “square.”
1. Die-Cuts
Die-cutting can appeal to the senses in both touch and sight adding something different to a common folder and can illuminate the message of the brochure. Die-cutting can be added to the covers or to the folds of the brochure to add a multi-dimensional design to the printed piece.
Source: Mah Design Inc.
2. Unusual shapes
Instead of using a standard tri-fold or a traditional square or rectangular paper for your brochures, try using various shapes like octagons and triangles (or something that relates to your product). Although traditional brochures use a square for easier layout and printing, it can be stimulating and attention catching to see a brochure creating outside the “box.”
Not only can this visually appeal to a customer because of its unusual design, but can contribute to the overall effectiveness of the brochure and its branding goals and capabilities.
Source: Copella designed by Brand New Business
3. Binding
On average, most brochures we see can be 10-20 pages in length and are usually perfect-bound or saddle stitched however, there are other techniques that can change up the ordinary and without being expensive. Next time you go to print your brochures ask about sewing or threading techniques or if possible, use a large pin or clip. This can break you out of the standard mold and ensure your brochure is even more effective, without consuming more of your budget.
4. Tabs
Tabs can be visually appealing while also creating an ease of usability allowing your customers to find what they are looking for fast. Using different colors, paper thickness and texture can help to spice up your brochure and can be an easier design change then some of the previously mentioned designs.
Source: designed by Can Van Hoary
5. Paper, Colors & Textures
Ask your printer about new paper features such as coating, textures, thickness and colors they have at their disposal that can add to the visual appeal of your document. Metallic, thick stock, matte and recycled paper are always unique and can add an extra element without any extra work.
6. Loose-Leaf Inserts
Including pockets for inserts, business cards, DVD’s and other digital media can allow for a fully customizable brochure based on the client’s needs while adding an interactivity that will keep your clients engaged. This is best used in a folder format that allows you to add or subtract certain elements of the brochure that can further make sure you are giving the client information that is pertinent to them.
7. Folded/Accordion
Although this type of design will call for a die-cut and a little extra effort from your designer and printer, they never cease to amaze. We have mostly seen these type of brochures from graphic design companies but no one is limited by their industry. Imagine how you could make your industry fit with a fold out accordion brochure.
Source: designed by Khyati Trehan of Artisles Unlimited
Source: Designed by Tangboa
This technique is also cost effective because it saves paper and can hold a lot of information in a smaller surface area in a memorable way.
8. Digital Media
Continuing your branding story by moving from print to digital media can keep your customers engaged plus it can appeal to a wider demographic based on which marketing platform is most appealing to them. Part of your target demographic may enjoy your print brochure with tabs while the other enjoys watching video. This ensures you appeal to all their senses and continue your brand story across platforms by remaining relevant in the minds of your customers.