Tips for Designing Branded Brochures That Inform and Sell

You need more than eye candy. Branded brochures do more than look good; they tell your story, spotlight your unique value, and guide prospects toward the next step. They build brand awareness and trust. According to Marq, consumers tend to trust familiar brands more, and awareness correlates strongly with sales (Marq). In this guide, you’ll learn how to plan, design, and distribute collateral that informs and sells. This fits into our broader work on promotional materials design.

Define Brochure Purpose

Start by nailing down what you want your brochure to achieve. Every graphic, sentence, and fold should tie back to a clear objective.

Why does this matter? Without a defined purpose, your brochure muddles your message and drains your budget.

Key objectives to consider:

• Build brand awareness at the top of the funnel
• Educate buyers during the consideration phase
• Prompt action in the decision stage

Measurement points:

• Number of handouts at events
• Download rates for digital versions
• QR code scans or landing page visits

Brochures perform best when they address a stage-specific need. According to Foleon, “Brochures can be used effectively at different stages of the buyer or customer journey, with particular effectiveness at the awareness, consideration, or decision-making stage” (Foleon). Define your success metrics up front so you can adjust design or messaging before mass distribution.

Craft Your Core Message

Your core message drives every design and copy decision. Build it on a strong brand foundation.

Essential elements:

• Mission Statement
• Core Values
• Target Market
• Positioning Statement
• Key Messaging

A well-crafted brand strategy should include these components to ensure consistent communications across all channels (Marq).

Message Development Tips:

• Use “you” to engage the reader
• Keep sentences punchy and actionable
• Align tone with your brand — coach-meets-strategist

Build A Strong Visual Identity

Your brochure is a brand ambassador. Treat it with the same design rigor as your website or packaging.

Select Brand Colors

Choose one primary hue and one accent. Use tints and shades for variety without losing cohesion. Ensure high contrast for readability.

Choose Typography

Limit yourself to two or three typefaces. Assign clear roles for headers, subheaders, and body copy. Match font personalities to your brand — modern sans for tech or serif for luxury.

Use High-Quality Imagery

Select crisp, relevant visuals that reinforce your message. Poor image quality undermines credibility. Brochures should incorporate high-​quality images, as the quality of images in a brochure design can impact the impression people have of the products or business (Inkbot Design).

Optimize Layout And Structure

Your layout guides the reader’s eye. Don’t let them get lost in visual noise.

Pick The Right Fold

Choose a fold that matches your content volume and distribution method. Common options include:

• Tri-fold for concise, three-step presentations
• Z-fold for sequential storytelling panels
• Multi-page for detailed catalogs
• Gatefold for dramatic reveals

Brochures can have various layouts like tri-fold, z-fold, multi-page designs, and unique folds (Visme).

Establish Visual Hierarchy

Define what grabs attention first. Use scale, color, and whitespace to lead readers through your narrative. For advanced tips, see visual hierarchy promotional design.

Layout Tips:

• Align elements to a grid
• Keep margins consistent
• Balance text and visuals on each panel
• Use whitespace to separate content blocks

Write Persuasive Copy

Compelling design needs persuasive words. Wrap benefits in a clear, concise message.

Focus On Benefits

Highlight how your product or service solves real pain points. Speak benefits, not features.

Keep It Concise

Readers skim. Use short sentences and bullet lists. Cut the fluff that slows them down.

Copywriting Checklist:

• Start with a benefit-driven headline
• Break up text into bite-size chunks
• Use active voice and power verbs
• Include social proof or credible data

Integrate Clear Calls To Action

Your brochure should prompt action. A strong CTA seals the deal.

CTA Best Practices:

• Place CTAs where eyes naturally land
• Use action verbs like “Get Started” or “Claim Your Demo”
• Make buttons or links stand out with contrasting color
• Test different verbs and phrasing

For more placement guidelines, see call to action placement.

Ensure Accessibility And Consistency

Your message needs to reach everyone and feel cohesive across channels.

• Use high-contrast color combinations and legible font sizes
• Provide alt text for images and ensure screen-reader compatibility
• Maintain brand consistency across logos, colors, and tone (marketing collateral consistency)

Inclusive design widens your audience and reinforces trust.

Select Print Or Digital Format

Choose the format that fits your goals and audience habits.

Print Pros And Cons

Printed brochures deliver a tactile experience that feels personal in hand.

• Pros: Tangible, high perception of value, no screen fatigue
• Cons: Higher production cost, fixed content, limited interactivity

Print advertising is on the rise again, expected to grow 3.2% from 2024 to 2025 (Visme).

Digital Advantages

Digital brochures add interactivity and reach. Update and track them in real time.

• Pros: Interactive quizzes, videos, and animations
• Pros: Easy global distribution via email or social
• Cons: Requires internet access, may get lost in crowded inboxes

Access real insights to boost ROI on your digital brochures (Flipsnack Blog).

Test, Distribute, And Track

Your work isn’t done at print or upload. Test assumptions, distribute strategically, and measure results.

Gather Feedback

Run internal reviews and share prototypes with select customers. Use quick surveys and interviews to spot confusion points.

Monitor Performance

Track metrics like downloads, click-through rates, and shares. For print, use QR codes or promo codes to gauge engagement. Compare results against your original metrics to decide if you need a second print run or design tweaks. Next, refine your design based on data—small adjustments in headline placement or color can boost conversions significantly.

Consider targeted direct mail for key accounts to maximize reach and personalization (design for direct mail).