If it is time to explore and plan for printed marketing collateral, you should take the opportunity to think beyond the standard folds and think about how you can elevate the design for maximum impact and return on investment.
One of the most common formats for printed brochures is a half-folded piece. It communicates your message through two pages at a time. Changing how and where your brochure is folded opens up all kinds of possibilities for improved storytelling, encouraging your audience to travel along and interact with your brand.
A Z-fold leaflet or brochure has 6 pages and two covers – one at either end. You can open it and view two pages at a time, or unfold it completely and see three pages (this includes the cover / back cover). Top tip: keep in mind it can be opened and read in different ways.
The accordion (also known as concertina)
An accordion-folded brochure can have an almost unlimited number of pages – the constraints being how wide its flat size is when fully unfolded and what will fit on a printers press. It can be read two pages at a time, or opened out to showcase all your content at once. Top tip: work to a size that’s easy to hold both folded and when completely opened out.
The roll-fold (also known as tri-fold)
A six page piece with a cover, flap page, 3-page inside spread and back cover. Using a square shape can help it feel more modern. Top tip: use the flap page to introduce your brand and highlight what makes you different.
The double gatefold
These have eight pages with a front and back cover, with a spread of four pages when fully opened out. The difference between them is the way in which they are folded – a double roll-fold tucks into itself and a double gatefold has two flap pages. Top tip: this format works especially well for presenting services or products at a glance but keep an eye on the final width as these pieces are best when a tall and thin page size is used.
Considering the folds from the start of a print design project will really help you decide what information goes where and how to plan the journey through the piece. The end result will be a great delight to the reader with bitesize information appearing at the right time to build up enthusiasm for your solution and what it means for the reader. Happy exploring!