”Something more tangible”

A few years ago, many companies were convinced that the Internet would be the downfall of the printed word. With the worst of that misguided notion now laid to rest, organizations have developed a broader understanding of the different, complementary roles of multiple communication channels.

Some learned the hard way. Too often, for example, companies asked visitors to read more about the company on the Internet, but the visitors never did. They may have had every intention to visit the web site when they had a moment, but that moment never came and eventually the intention was forgotten altogether.

Rather than just hoping visitors will be proactive, companies usually want to give their visitors something more tangible.

A well-designed corporate brochure is an information package that is visually appealing. It gives the reader essential information in a relevantly structured and easy-to-read format. A good brochure also builds and reinforces the corporate image; a poorly designed brochure, however, does the opposite of what it’s supposed to.

A professionally-produced brochure is one that is kept and often referred to as a source of information. Coincidentally, a brochure should also promote the other communications channels; it should encourage readers to find out more on the company’s web site, for example.