For a sales person, it is highly important to keep a well-drafted company material. To easily pass the information to his prospect.
Understand it like a kit, at any moment you could be presenting about your company and product. You need a solid material to show it off.
But first, let’s understand what is Brochure & Catalogue. Both are not same.
A brochure is a representation of your company and its capabilities, experience, technology or notable customers.
Unlike this, a catalogue is a showcase of all your products or division of product with its specification.
But the scenarios of industry are changing. The products are becoming so innovative.
So they are demanding some mixture of brochure and catalogue. It won’t make awkward even if you mix both the styles.
There are certain points to consider while designing the brochure and catalogue
What’s the purpose of catalogue
Ask this question to yourself before turning your head to design the catalogue. It’s really important to know the purpose of the brochure.
As I said it is important for a sales person to put his company in front of a prospect. It’s a vital material required for them to show the company.
But ask the sales & business development team that why is the need of the brochure.
By understanding the need you can set your objective and agenda for the brochure.
The main purpose of the brochure is for information, publicizing & Identifying.
Size of brochure
If your objective is to present the complete company profile, from CEO’s desk to facility. It will be a good choice to use an A4 size with multiple pages.
Orientation can be set landscape or portrait depending on the usage & requirement. However, the orientation does not make big difference.
For mass distribution, you can consider multi-fold page styles.
Also, you can make a brochure in file pocket style, it will be useful when you have multiple single page product catalogues.
Below image is showing the different solution to a brochure and catalogue page styles.
Take a sketch out of your brain and put it on a paper
You know your organization better. Put your idea of your brochure or catalogue on the paper.
Draw the first sketch of the curves before moving to the Illustrator. Take the idea and the placement of the content and images.
It’ll save your time for numerous design & trials on Illustrator.
It always doesn’t have to be lengthy. Short and crisp content works best. Your prospect should understand about your organization in the least possible time. It can be achieved by writing the crisp content.
Sometimes only product features aren’t enough to persuade a prospect. A compelling copy does the work.
Add facts and figures to make it more trustworthy.
Product image illustrations are your best friend at this point of time. If you have your product application illustration then you are good to go.
Be crisp on your design
Simple is the new cool. Be easy on your designs. Use minimum number of colors possible. (You can also make color palettes for your brand if you have not made it yet. This site will help you draw a nice color palette.)
Keep a contrast for text color and the background. A brochure is of no use if it is hard to read the content.
Quality photos of product
Take the professional photographs of your products. Images pull the eyeball of the reader.
If your product is a software, you can get the mockup images made online at cheap rates from this site.
Find the most relevant images to your services and their application.
Be consistent on your fonts
When can you call your brochure as a successful one? when your reader is able to understand the message you want to convey.
Don’t use the attractive looking fonts just to get noticed. Get a well-curved font which goes easy on the eye to read.
Be consistent on the font. Don’t use a lot of fonts, it eliminates the consistency to the reader.
Below images surely explain the pain of choosing the wrong font.
Helvetica is the best typeface for so many reasons. It has easy curves, height to width ratio. Big brands such as Nestle, Lufthansa, Microsoft, Intel, Apple and much more used Helvetica as a typeface for their logo.