Psychology Of Designing The Perfect Brochure

Psychology Of Designing The Perfect BrochureTo date, no one has come up with a magic spell to convert leads to customers, but you can still have an ace up your sleeve. Researchers have established solid psychological principles that govern people’s responses to text, graphics and other elements that make up a marketing brochure.

Fortunately, you don’t need to keep a psychologist on retainer to take advantage of these concepts. Here are some of the best tips for designing the perfect brochure that makes prospects receptive to your brand and nudges them into a buying decision.

Group related information together

Our short-term memory has a limited capacity. The brain adjusts for this factor by a method known as “clustering,” which is grouping similar bits of information together for easier retention. Replicate this behavior in your brochure by using bullet points, text boxes and headers to organize related facts and ideas.

Highlight benefits, not features

While people value quality, it’s the emotional appeal of a product or service that resonates with them more strongly. Think about beer commercials, which include scenes of friends socializing at parties or enjoying outdoor activities, leading viewers to associate the brand of beer with fun and popularity.

Include real-life testimonials

Psychologists have coined the term “social proof” to describe the tendency for people to validate their choices by taking cues from the behavior of others. Adding testimonials from satisfied customers subconsciously leads prospects to a sense of “belonging” if they also purchase from you.

Say it with color

Colors have strong associations for people. While some of the effects vary depending on individual personalities, experts have found several global patterns you can use to create a color palette that communicates brand identity. For instance, Apple makes extensive use of white because they want to illustrate the idea that their products have a simple, sleek design.

Compose concise, powerful headlines

According to the “verbatim effect,” people remember the essence of what they read and hear more so than the actual details. Using prominent placement of clear headlines that include the main points of your message allows prospects to retain the information you want them to have.

Lead your audience where you want them to go

When people are given either a multitude of choices or no choices, uncertainty causes them to take no action at all, defeating the whole purpose of your brochure. Have a strong call-to-action that leaves no doubt as to what your prospect’s next action should be. Don’t forget to make it easy for people to follow through by including a phone number, URL or any other information they need.

Trade printers can offer a seemingly endless range of design options. When you create your brochure with buyer psychology in mind, you’ll be better equipped to make the right choices that will effectively communicate your message.

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