Brochure Printing

Brochure Printing in Canada. Before You Print.

Brochures vary greatly in size and scope and rules of their design vary accordingly.

Is there an ideal size for a Canadian printed brochure? Well, if it’s too long it should be a catalog. If it’s too short it’s a flyer. A brochure should be right in the middle. Typically this means 1-3 8.5×11 pages.

The main objective of a brochure is to provide a description of your products or services. It is not a flyer to grab attention. It is not a catalog to get orders. Therefore when printing brochures care should be taken to deliver the following info to your prospective clients:

a)     description of your products / services

b)    description of the quality of the above

c)     description of benefits vs. competition

The following points are worthwhile to consider:

1)    High printed quality.

Remember, a person will likely make assumptions about the quality of your products based on the quality of your brochures. Don’t save on cheap paper, finish, or printing quality. Invest into glossy stock paper, good color quality, and quality design. Consult your printer and ask to see samples before you print. Put yourself in customer’s shoes and choose the quality which you would be like as a customer.

2)    Use professional images.

Do not use images taken with your pocket camera. Picture quality can be very different on paper than on your monitor. Use professional high resolution images taken by a photographer. Have your printer check the images before they go into print.

3)    Avoid catch phrases.

A brochure is not a flyer. You are no longer fighting for customer attention. If he has asked you for a brochure he is already interested. Chances are he will read it carefully. Do not stuff your brochure with phrases like “buy now”, “call to order”, or “best price guaranteed”. Your brochure is not to sell, your brochure is to describe.

4)    Be confident.

Describe your products confidently. Do not refer to competitors, this can be taken as a sign of weakness, bad taste, and bring you into legal trouble. Do not concentrate on pricing. Make sure your customer understands your products are about quality. Describe how your products are made – customers love to know what happens behind the scenes. Show pictures of production process or your office and warehouse. You want customer to know that you are as serious as you look on paper.

5)    User experience.

Dedicate room to user comments and images. Show your products in use by your previous customers. Quote feedback from current clients. Make sure customers understand you have nothing to hide. Customers should not feel like they are taking a risk but rather that they are joining existing satisfied users.

A printed brochure is primarily dedicated to describe your business in best possible light and thereby build customer confidence in your business. Don’t blow your chance! Once a prospective customer has taken time to read your brochure he will have built his opinion about your business. He can place an order if he liked what he read but he is unlikely to consider your services again if he did not.

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