1) Use infographics
Infographics are a relatively new trend. They are a great way to communicate what can sometimes be complex information, clearly and quickly. Studies have found that 90% of the information that we remember is based on visual impact. Infographics capture a reader because they are more dynamic and colourful compared with body copy text. See below a recent manifesto we did for east 7.
2) Use real photography
Real photography is essential if you would like your reader to take your marketing seriously. The photography doesn’t have to tell the story literally. For example if you had a couple of paragraphs describing ‘strength’ you might like to use something like a photograph of a tree trunk to signify this. If you were describing a theme of ‘working together’ you might like to use a photograph of churning cogs. Images of real people work well too (not posed models with cheesy white grins). See this welcome page we did for Oxford Scholastica summer school.
3) Have lots of white space
Lots of my clients like to cram everything into as minimum amount of pages as possible, probably because they are used to working on Microsoft word. This is a BAD thing to do. When a reader opens a new page to your document, in the first split second they don’t want to see clutter and a full page could put them off reading it properly or at all. Providing lots of white space will give them clarity in their own mind that the piece is ‘easy reading’ and therefore the content will be retained. Lots of white space can also home the reader in on key information.
4) Reflect the overall theme
Whilst there should be some brand presence in the document including colours and fonts, it’s important to characterise what the document is about. This could be through illustrations or subtle graphics. The below brochure we created for Lightbox (London property developers) plays on the idea of location. We designed this abstract graphic of the boroughs in London which features throughout the brochure.
5) Make things interactive
A lot of people don’t know that a PDF and therefore your soft copy brochure can be interactive. Just like a website, you can have pop-up windows and live links to pages within the document or external website links which is great if you would like to direct readers back to a particular page on your website. See below - the "implement" pop up box appears when a reader hovers over the blue area of the graphic.
All examples shown are created by Macsima, if you are looking to create a booklet of some sort – it could be an e-book, report, newsletter or brochure, please get in touch and we’d be happy to advise.