On Paper: the ultimate guide to brochure design

Brochures are a powerful marketing asset – and not just on paper! There are benefits for your bottom line – and your brand in the long term.

Brochure design is our favourite brand experience. A well-crafted brochure leaves a lasting impression, differentiating your brand in today’s digital world. The touch, smell, and feel of a printed brochure cannot be recreated through digital formats.

In a world where most brands put all their marketing efforts into digital and online assets, a well-designed brochure immediately sets your brand apart – and gets you into the hands of the people you want to make a brand connection with.

Think about it: QR codes to download marketing materials at an event of exhibition are all well and good, but when you can give someone something they can touch and hold (and smell – don’t you love the smell of paper?) and have a physical experience with, it’s perceived as a much more valuable and memorable interaction.

With over 30 years’ combined experience as brochure designers, we know the power of a well-designed brochure. This guide will help you understand the importance of brochure design and provide you with insights and best practices to create effective marketing tools that leave a lasting impression.

Why brochure design is a powerful sales tool

Now that our world is more digitised than ever, we would argue that a well-designed brochure is more of a powerful sales tool than ever.

Why? Because not everyone has one. 

While digital marketing has become an essential element in every marketing arsenal, the tactile experience of a printed brochure offers something unique and memorable that digital formats simply cannot replicate. 

Plus of course, your brochure can also be produced digitally, so you’re not missing out on the benefits of customers being able to immediately access your brochure as a download (which can feed into more website traffic!) 

Print or PDF – you’re on to a winner.

A really great brochure is more than just a piece of paper – it’s a tangible extension of your brand that tells your story, engages your audience, and drives sales. 

With lots of experience of designing and printing (or PDFing) brochures, we know exactly why investing in professional brochure design can significantly enhance your marketing efforts and boost your sales. These are our top five takeaways: 

1. Real connection in a digital world

In a world where most marketing materials are delivered via screens, a printed brochure literally puts your brand into a person’s hands. 

Holding a well-designed brochure creates a physical connection between your brand and your audience. This tactile experience engages multiple senses – touch, sight, and even smell – which helps to make your brand more memorable. 

The weight and texture of the paper, the vibrancy of the colours, and the quality of the print all contribute to a lasting impression that digital media often struggles to achieve.

2. Effective storytelling and brand communication

A brochure is a powerful tool for telling your brand’s story in a structured and visually appealing format. Unlike digital content that can be easily jumped around, skimmed or ignored, a brochure takes the reader on a linear journey and invites readers to spend time exploring the content. 

Our approach is always to create carefully crafted copy and compelling visuals that guide your audience through a narrative that highlights your brand’s values, mission, and unique selling points. 

Whether you’re showcasing your products, detailing your services, or sharing customer testimonials, a brochure provides a dedicated space to communicate your message effectively and persuasively.

And we’re also experts at defining the brochure brief: we can help you to decide purpose and content, making sure your brochure is as immediate or evergreen as you need it to be, in the short term or so that you can get multi-year value from it. 

3. Lead generation and sales support

A well-crafted brochure is a key asset in your lead generation strategy. It serves as a tangible reminder of your brand, making it easier for potential customers to recall your products or services when they’re ready to make a purchase. 

Brochures are often shared and kept for future reference, unlike digital ads or emails that can be easily forgotten or deleted, so they have longevity. 

A smart brochure is invaluable to your sales team, giving them something substantial to discuss during meetings, trade shows, and presentations. It gives them a structured way to present information, answer questions, and is a leave behind for potential clients that they can review after the conversation ends.

4. Showcasing quality and credibility

The design, material, and craftsmanship of your brochure speak volumes about your brand’s commitment to quality. 

A brochure that is meticulously planned and well-executed does more than convey information: it also speaks volumes about the professionalism and credibility of your business. 

That’s because customers associate the quality of your marketing materials with the quality of your products or services. By investing in high-quality brochure design, you signal to your audience that you care about every detail of their experience with your brand. 

This can be particularly important when targeting high-end markets where attention to detail and luxury are expected.

5. A versatile marketing tool

Brochures are incredibly versatile and can be used in various marketing contexts. 

Whether handed out at trade shows, included in direct mail campaigns, displayed in your reception area, or used during sales meetings, a brochure adapts to multiple applications. 

Moreover, with the rise of digital brochures, you can extend the reach of your printed materials to online audiences. Digital brochures offer the same structured content and design elements as printed versions but can be easily shared via email or embedded on your website, broadening your marketing impact.

Creating a lasting impression with brochure design

On Point: our brochure design process 

Why just go to market when you can make a lasting impression? 

A great brochure will engage, educate and impress – and not just in the moment. 

Our approach to brochure design is both meticulous and tailored to each client’s unique needs, ensuring that every brochure we create is not just visually stunning but also strategically aligned with your brand’s goals. 

In essence, we’ve broken the process down into 2 simple steps for our clients: plan and produce. Of course, there’s more to it all than that but once we’ve established our collaborative purpose, you can let us take care of the details. 

We know print inside out – which means we also print’s potential: the possibilities, the problems, the challenges and the opportunities!

From defining your vision to selecting the perfect finishing techniques, leet us take you from design to impactful print…

Define your vision

In simple terms: what do you want and need your brochure to do? 

From experience, we know that the best brochures are produced through a clear and collaborative process. So, we’ll work closely with you to define your vision and objectives. 

We’re adept at asking the questions that allow us to get an understanding of your brand – and your brand ambitions.

We can write a detailed brief that outlines essential inclusions, key messaging, creative direction and budget, ensuring we’re all on the same page throughout the brochure development process. 

We’ll then brief our team of designers, photographers, copywriters, and printers. It’s a collaborative approach that ensures that every element of your brochure, from the visuals to the content and final print, is seamlessly integrated. 

We manage every aspect of the process through every step to ensure a smooth and efficient delivery, resulting in a brochure that meets and exceeds your expectations.

Maximise impact

Creating a brochure that leaves a lasting impact means balancing design, content, and print quality. 

To achieve that, we actively focus on the key elements that will maximise brochure attractiveness and effectiveness:

Aspirational photography

High-quality, atmospheric and emotive photography is crucial in creating an immersive and engaging experience for your audience. We can source or create images that resonate with your brand’s identity and captivate your target audience.

Exceptional graphic design

By paying attention to the detail in graphic design, we enhance the overall visual appeal of your brochure. We ensure that every design element, from typography to layout, is meticulously crafted to align with your brand’s aesthetics.

Creative content 

Engaging content is the heart of any successful brochure. Our copywriters craft content that not only informs but also inspires, ensuring it aligns with your brand’s tone and voice and in a way that resonates with your audience.

Balancing information and inspiration

A well-designed brochure strikes a balance between providing valuable information and creating an inspirational experience. We blend compelling visuals with informative content to keep your audience engaged and motivated to take action.

Right print solutions

Last but by no means least, the final touch in maximising your brochure’s impact is selecting the right print solutions. We help you choose the best paper, finishes, and printing techniques to ensure that your brochure exudes quality and professionalism.