When it comes to marketing materials, a well-designed brochure can be a powerful tool. While the front side typically captures attention with bold visuals and engaging headlines, the back side often remains underutilized. Yet, it’s prime real estate that can take your message from good to unforgettable if used smartly. Whether you’re designing for a product, a service, or an event, making the most of the back side of a double-sided brochure can significantly improve its effectiveness.
Understand the Purpose of the Back Side
Before you decide what to put on the back side, it’s essential to determine its specific function. Is it meant to reinforce the message on the front? Should it provide additional details? Or will it offer an incentive like a discount code or an RSVP callout? Clarifying this will inform your design and content strategy.
Ideas That Make the Back Side Count
Here are several smart and engaging ways to make the back side work for you:
- Offer Detailed Information: Use the space to expand upon points mentioned on the front. This could include technical specifications, product features, or service tiers.
- Tell Your Brand Story: Share a brief narrative about your company’s mission, history, or values. Building trust often starts with transparency.
- Include Testimonials or Case Studies: Social proof can go a long way, and customer testimonials on the back side can solidify your credibility.
- Provide a Call to Action: Encourage the reader to take specific steps—visit your website, subscribe to a newsletter, or call for a free consultation.
- Utilize the Space for Maps or Contact Info: Especially useful for event brochures or service-based businesses with physical locations. A small map or a contact panel adds real value.
Design Strategies to Optimize the Back Side
Good design is just as important on the back as it is on the front. Here’s how you can make it visually compelling:
- Maintain a Consistent Aesthetic: Use the same color schemes, fonts, and graphic style as the front to maintain brand cohesion.
- Use Hierarchical Text: Make it easy for the reader to navigate by using headers, subheads, and bullet points.
- Balance Visuals and Text: Don’t overcrowd. Use white space to your advantage and include visuals where appropriate to break up text and aid comprehension.
- Highlight Key Points: Use bold or italic formatting to draw attention to important phrases or numbers.
Creative Use Cases to Inspire You
If you’re looking for imaginative ideas, consider these creative implementations:
- Coupon or Special Offer: Include a perforated coupon that the user can tear off and redeem. This approach adds tangible value.
- QR Code Integration: A scannable QR code that leads to a landing page, video tutorial, or booking system makes interaction seamless.
- Event Schedule: Use the back to list out event times, speakers, or booth locations for trade show brochures.
Common Mistakes to Avoid
Even with the best intentions, it’s easy to misuse the back of the brochure. Avoid these pitfalls:
- Too Much Text: Overloading the back with dense paragraphs can overwhelm readers.
- Irrelevant Content: Ensure that every element aligns with your brochure’s primary objective.
- Neglecting the Fold: Remember how the brochure folds and how the design flows across panels. This can affect readability and user experience.
Testing and Feedback
Once you’ve designed both sides, conduct user testing if possible. Share it with a small group from your target audience and gather their feedback. Are they using the back as you intended? Are they finding the information helpful? Small tweaks based on feedback can lead to significant improvements.
Conclusion
The back side of a brochure is more than just an afterthought—it’s a strategic asset. When used wisely, it enhances the message, deepens engagement, and drives higher conversion rates. Whether you’re adding in-depth info, offering incentives, or showcasing testimonials, every element should serve a clear purpose. Treat both sides of your double-sided brochure with equal attention, and you’ll create an impactful marketing piece your audience will remember.
