In this blog we’ll be discussing why a brochure design service still matters. Read on for our take…
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In such a digitally-focused world, you might wonder why investing in a physical brochure is still a good use of your precious (and often stretched) marketing budget. A well-designed brochure does not always need to be printed; however, print still holds unique power and purpose in connecting with your audience, taking your brand off the screen and into their hands.
A well-designed brochure informs, persuades, builds credibility, and drives action – all of those important marketing buzzwords!
So here we are, with a not-so-humble brag about our amazing team of creatives, who not only offer a full brochure design service – they excel at it – and have been doing so for over twenty-five years.
We create printed literature that is rooted in strategy, crafted specifically for your audience, and built to inform and convert. Whether it’s a sales handout, product catalogue or college prospectus, we give every page the attention it deserves. It’s for that reason that we think we’re best placed to explain why brochure design still matters – even in a digital-first world!
Why professional brochure design matters
While digital marketing dominates many channels, there’s something compelling about holding a brochure in your hands. It’s tactile, it’s engaging, and it has the ability to take up residence on a desk, shelf or coffee table, long after a web page has been closed. A professionally designed brochure builds trust, sparks curiosity, and gives your brand a physical presence in the real world.
Done right, a brochure can:
- Map your customer journey – supporting early awareness, mid-funnel education and late-stage decision making
- Support the sales process – make your messaging easy to share, understand and act on
- Create trust and credibility – through thoughtful layout, compelling content and high-quality finishes.
Over a decade ago, we worked on one of our largest brochures for a client – aptly named “The Big One”, we still find it sitting on desks today. Although much of the product information has been updated and pricing has certainly moved on, its value as a go-to guide for sales teams and buyers alike is still going strong, even after all these years.
What makes a great brochure?
A successful brochure not only needs to look good and feel good; it should:
- Communicate your message clearly
- Reflect your brand personality
- Guide the reader on a careful journey through your content
- Encourage action
No small feat then…
When designing a brochure you should:
- Be specific, not generic – here at Browndog we don’t take a one-size-fits-all approach to brochure design. It’s important to create audience and industry-specific copy and design around a layout that works with your customer journey. Whether it’s an internal brochure for employees, a prospectus for new students, or a book of products for your customers to choose from, specificity wins attention and builds trust.
- Be designed for skimmers and decision makers – thoughtful use of headings, bullet points and visuals makes your content accessible at a glance. Provide in-depth detail where it is needed, ensuring key purchasing stakeholders such as procurement and compliance teams can review information thoroughly.
- Make sure every element serves a purpose – from fonts and photography to cutouts and finishes, be purposeful about what is included. If your brochure needs to stand out in a stack at an exhibition or on a busy desk, we need to make sure it has that ‘wow’ factor.
- Show proof over promises – like with all marketing materials aimed at selling, it’s important to provide social proof. Use customer testimonials, ROI statistics, product comparisons and genuine feedback to evidence to the reader why they should buy your product or service.
- Be built for distribution, not just print – before putting a brochure together, it’s important to consider how it will be used – in postal campaigns, at events, via email or as gated content on your website. You should think about repurposing your content too, so your brochure can power future social media posts, landing pages or company presentations.
Working together with your sales and marketing strategy
Brochures are one of the most traditional and effective marketing tools still used today. From trade exhibitions to direct mail campaigns and digital downloads, they support each stage of the customer journey – and they should help your sales and marketing teams to achieve their goals too.
Brochures can be used to:
- Launch a new range or product
- Support your field sales team (leaving behind sales literature)
- Provide detailed course or service information
- Support a specific campaign
- Share your brand story
Our approach to brochure design
No two businesses are the same, and their brochures shouldn’t be either. That’s why we take a tailored approach to every project:
1. Strategy-led design
We begin by getting to know your business, your goals, and your audience. If you already have brand guidelines, we’ll work within them. If not, we’ll help you define a visual direction that’s aligned with your message and market.
2. Content & structure planning
Good design is built on good structure. We’ll help you plan your brochure layout based on your content – looking at flow, hierarchy, and the optimal number of pages (always in multiples of four for print!). From there, we design key spreads to set the tone.
3. Engaging visuals
With direction agreed, we roll out the full design – combining strong visuals with easy-to-follow layouts. We think about how people read brochures, not just how they look, so every page is designed to lead the reader smoothly from cover to CTA.
4. Expert print support
We guide you through every aspect of print production – from choosing paper stocks and finishes to managing proofing and final print runs. Whether you want a soft-touch matte cover, spot UV highlights or bespoke cut-outs, we can help you create something special.
If it sounds like our brochure design process would work for you, take a look at what our brochure design service includes:
- Creative brochure design – from short-form leaflets to full-scale catalogues and prospectuses
- Visual direction – aligned with your brand or created from scratch
- Sample spreads & layout planning – to establish the right tone and flow
- Bespoke design elements – including die-cuts, tabs, and specialist finishes
- Print advice – paper stocks, laminations, foils, spot UVs etc
- Production-ready artwork – perfectly prepped for your chosen printer
- Print management & proofing – so you can be confident in the final result
