Your portfolio is more than just images of the work you’ve done. It also includes your company’s written materials, such as your brochures and website. Your business’s image is defined by these printed pieces – so their quality reflects on you too.
Here are some ideas for creating an effective brochure design for photography companies:
1. Get to Know Your Target Market
Before designing anything for your target audience, research who they are, what they want and need from a company like yours, where they spend time online, and how comfortable they are with technology.
For example, if the bulk of your clients is older women, make sure you design a catalog that caters specifically to them – no techno-jargon or flashy! An older person may not be familiar with the latest PhotoShop effects, but they will recognize traditional layouts and clean designs.
2. Keep Your Leaflet Design Simple
When talking to potential clients, brevity is your best friend. Showcase about eight of your most popular images in the form of a photo collage on the cover or opening page. Don’t include more than one image per page; this not only clutters up your brochure design but also makes the purchaser feel overwhelmed by choice! After all, you want them to call you so you can help them narrow down their options until they find “the one”.
3. Pick an Attractive Color Scheme for Your Brochure Design
One of the key principles of graphic design is that specific colors evoke certain emotions in the viewer. So before you choose your color scheme, think about what emotions you would like the people seeing your brochure design to feel when they pick it up and flip through it. Here are some suggestions of colors that might represent your company well:
Blue – Tranquility, Trustworthiness Red – Passion, Strength Green – Nature, Growth Orange – Creativity
4. Be Consistent Throughout Your Brochure Maker Design
Once you’ve come up with an overall design for your business’s catalog or brochure, stick with it! The more consistent the layout of each page is, the better impression you’ll make on potential clients. If there are five images per page throughout the book but only three per page on one of them, this inconsistency could leave buyers feeling confused.
5. Include a Call-to-Action
To encourage sales, be sure to include a call-to-action on your brochure design somewhere. This could be in the form of a “Schedule Your Photography Session” button or a telephone number for potential customers to call you at. You can also add CTAs into other parts of your company’s marketing materials, such as Facebook ads and business cards.
6. Design Your Company brochure Design With Mobile Users in Mind
People are increasingly surfing the web from their phones instead of computers, so make sure that your website is responsive across all devices! If not, many people may give up trying to view it from their phone and simply go to another company’s site that did get it right. Downloadable pdf brochures are also typically formatted to be easy to read on mobile, so your potential clients can easily view them on the go!
7. Don’t Make it Too Long
Brochure design is all about catching the buyer’s eye and piquing their interest – and we’ve already said that brevity is key for this purpose! So limit your brochure design to only showcasing a few of your best images – any more than that will probably end up doing more harm than good.
8. Create a Unique Call-to-Action
A call-to-action is the message you want your client to take away from that brochure. It should appear near the end of your book, not at the beginning. Your potential clients need to get to know you before they start thinking about hiring you for their future projects, so by all means put an image of yourself on the cover but make sure your contact information appears only in the back so it’s easily accessible once they decide whether or not they’d like to work with you.
Make sure also that this call-to-action is specific so it clearly defines what action you want them to take next. Whether it be calling to schedule a consultation or downloading your free quote sheet, make sure that this CTA is clear.
9. Include a Portfolio of Your Work (Try a Brochure Maker!)
Along with examples of your work in your brochure design, include some testimonials from past customers. These are great since they come from other buyers who have already had an experience with you and can vouch for the quality of your products! This helps potential clients feel more confident about choosing you to shoot their wedding pictures or take family portraits.
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When it comes to creating a consistent image for your company’s catalog or brochure, cleanliness and simplicity are key. Make just one memorable image per page using spot gloss if necessary, and don’t forget to leave room on each page for the text detailing what the customer is looking at. Even if you are just starting out, it’s always a good idea to have your website printed on the back of your catalog so that potential clients can visit it after they leave your brochure behind.