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Q. When creating a brochure, are there better colors to use than others?
 

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A. Marketing expert, Joe Gracia, responds:

When designing any marketing vehicle you should strive to make the piece as easy to read and understand as possible.

The colors, format, typeface, paper, etc. should all be appropriate for the purpose.

We would always advise using light colored, or white paper, with dark type to make the type as legible as possible. You never want to use a light colored text on a light background.

Think about the appropriateness of the colors associated with your profession.

A lawn service might use a green theme.

A daycare center might choose bright primary colors, like red, blue and yellow.

A senior center would probably choose more sedate colors.

One of the easiest ways to select colors, is to create a color idea file. Collect other marketing pieces or brochures with color schemes that you like. Then you can use those for inspiration for a future project.

A FEW GENERAL TIPS

  • Keep it simple. Put your time, energy and money into your marketing message and especially your offer, not into fancy paper, and lots of colors.

  • Effective marketing vehicles don't have to be fancy and expensive to be effective. You'd be surprised at how effective a simple black and white one-page letter with a powerful offer can be.

  • Use dark type on a light background for legibility.

  • Never print text over a busy background, especially over a photo. It makes it nearly impossible to read the text.

  • Use color for your text sparingly. A little goes a long way. You can use a color for your headlines, and subheads, but usually you should keep your body text (the paragraphs) in black, not a color.

  • Use graphics and photos that are appropriate to your message.

  • Avoid clever headlines or pictures. Your copy should parallel what you would say if your prospect were standing in front of you. Puns and other clever headlines almost always weaken your marketing effort.

  • Make sure you have a solid marketing strategy as a foundation for designing your brochure. What is the purpose of the brochure? What do you want people to do after reading your brochure?

  • Make sure you need a brochure to carry out your marketing strategy. Very often, a brochure is unnecessary. Don't just create a brochure because everyone else does.

  • Every marketing vehicle should be designed around a compelling offer. If you're not sure how to develop an effective offer, you may want to learn more about our Give to Get Marketing Solution.

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Home Affiliate Program Free Idea-Kit Marketing Tutorial Articles Motivation
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