An Introduction to Interactive Brochures

An Introduction to Interactive Brochures by Claire Jenks Design

Interactive digital brochures provide a dynamic platform of communication between brand and customer. Unlike static digital or printed brochures, which rely largely on images and copy alone, interactive brochures allow brands to communicate messages more effectively by incorporating moving images, sound, and navigational functions, all of which combine to form a piece of marketing collateral which engages and entertains the user.

In this blog post I’ll be looking at some of the key features and benefits of interactive brochures, and providing some examples that I hope will act as inspiration for anyone looking to explore the use of interactive brochures for their own business.

Interactive features encourage engagement

Interactive brochures can be packed full of engaging content that help bring stories and messages to life. This might include video footage, flash animation, pop-ups, animated GIFs, audio, or links to external pages. In the example shown below, Dr. Martens uses animated GIFs throughout its ‘Spirit of 69’ lookbook to draw attention to some of the key product features on show (click on the image to see this in action).

 

Dr. Martens interactive brochure example

Dr. Martens ‘Spirit of 69’ lookbook.

Below is another example of an interactive brochure, from clothing brand UNIQLO. This brochure invites the user interact with the page, by encouraging ‘clicks’ (or taps), through the use of prominent red buttons. Doing so takes the user to the brand’s website, where the products on show can be purchased.

UNIQLO interactive brochure example

UNIQLO lookbook

As you can see, interactive brochures offer so much more than a place to showcase product shots; they engage the user, and have the potential to drive sales. Furthermore, all of these interactions – such as the clicks through to a website – can be tracked and analysed through analytics tools, so you can measure how your brochures are performing in relation to your wider business goals.

While the two examples above are both fashion focused, interactive brochures can effectively be utilised by businesses in any industry. For instance, car manufacturers often use interactive brochures to allow the user to explore the inner workings of their vehicles.

Should I ditch print in favour of interactive brochures?

In a word, no – whilst interactive brochures are a powerful online tool, they offer little benefit for businesses who are trying to reach a predominantly offline audience. Even in an increasingly digital world, printed materials still have their place in the marketing mix.

A digital brochure cannot be posted through a letterbox or left on someone’s desk, so in a sense you are more reliant on the user finding you, rather than the other way around. However, through targeted social media and email marketing, the potential reach of a digital brochure over a printed brochure is considerably wider, not to mention more cost effective.

Ultimately there is no ‘one size fits all approach’ when it comes to brochure design: some sectors lend themselves well to a print-led strategy, while others will benefit more from a digitally-led approach, but more frequently brands are starting to use a combination of the two. It all comes down to knowing your customer, and understanding where brochures sit in the conversion funnel.

If you’re keen to find out more about the interactive brochure design process and how it can work for your business, please get in touch.