FOUR TIPS FOR THE DESIGN OF BROCHURES FOR EU MARKETS
#1: Professional translation is a must
It is relatively easy to prepare brochures for European markets
like UK, Sweden or the Netherlands. People in there countries either
speak English fluently or understand English perfectly.
It's different in other parts of Europe. Especially the German market
is quite reserved regarding brochures and other documentation
in English and is very critical when it comes to poor translations.
Unfortunately, brochures and websites of foreign companies entering
EU markets quite often contain major faults in their documentations.
This is a real "No No" and can stop success right in the beginning.
#2: Images in brochures should please the European audience
As already mentioned, a good translation is a must when it comes to e.g.
a professional preparation of brochures for the German speaking EU market.
On the other hand, readers are getting emotionalized by images.
And it makes a difference to visualize Euros versus foreign currencies.
Or European faces versus Asian faces. Keep in mind: "The bait has to be
liked by the fish and not by the fisherman!".
#3: European paper size is different to US paper size
The standard paper size in Europe for brochures and stationary is
210 mm x 297 mm, and it has a different proportion than brochures
in US letter size. When designing brochures for the EU market,
it is highly recommended to match this size because it fits best into
European folders, envelopes and filing cabinets.
#4: Don't overdo describing your products or services
Especially US marketers are famous to praise their goods over the moon.
Europeans are different; they are more realistic. As we all know a dis-
appointment is a result out of an exaggerated expectations. It makes
a huge difference if a salesperson describes his product too enthusi-
astically or if you put the same content in writing inside a brochure.
Do you need any help for the design of brochures for Europe?
Just get in touch with brochure.design@gm-es.com
