Styles of brochures used in business
September 25, 2013 by Sarah
Getting the most out of each type of marketing material helps a business cover all of its bases. While the brochure falls in a single category of marketing, each one can feel unique. Brochures can suit all types of products and services, with a different one for each style. For example, a fun-shaped brochure with bright colors can sell a cute product, while a more common accordion-style brochure can inform potential investors of the business plan for the same item. Each style has applications for different situations. In addition, each business can make use of the different styles of brochures in its own way. Review the following list of brochure styles and imagine the possibilities:
Regular two-panel design
The two-panel brochure is the most familiar style. It is made by folding a sheet of rectangular paper in half lengthwise. The result is a brochure with a cover, two middle pages, and a back. The cover and back can serve as calling cards with full contact information and the business’ name displayed boldly. The regular two-panel style is useful for a book-like brochure, using the inner pages for information with a traditional cover and back. Alternately, the cover and back can be adorned with the business’ logo and nothing else, creating impactful simplicity.
The Z-fold brochure is created by folding a paper into thirds, forming a letter Z shape when viewed from the side. The finished product is a reversible brochure with two front covers and four inner pages. Each front cover lifts to reveal two pages of information within. This is useful when displaying two opposing or complementing products or services. The Z-fold is also useful for presenting information on one side of the brochure and reversing to a survey or customer feedback section. The Z-fold brochure makes a fun or forward-thinking impression without diminishing the classic appeal of the brochure.
The rolled brochure is the most common style of brochure used in marketing. It is made by folding a sheet of paper into thirds with the flaps overlapping each other. It can also be put together by rolling a sheet of paper onto itself and flattening it to make the folds, hence the name. The roll design allows the business to make use of entire length of the paper for a single image or block of text inside the brochure. This roomy design is perfect for maps, large-scale pictures, lengthy questionnaires, or a large amount of information. The brochure also has room for a front page, a back page, and an insert page. The insert is useful for giving a snippet of information before the potential customer views a survey within, for example.
The gate-style fold is an extension of the roll style brochure. It uses a wider sheet of paper, creating three creases rather than two. The full length of the paper is greater than the roll style’s and is therefore useful for bigger images or more information. The four blank pages remaining can serve as a front and back with two insert pages instead of one. It allows for an information-rich, yet professional looking brochure.
The parallel fold style brochure is similar to the gate style, except the second insert page bends out instead of in. This creates two sets of parallel V-shaped pages within the brochure. Opening the front page of a parallel style brochure reveals a four page insert, two inner pages, and a back cover. Whimsical or creative products and services work well in parallel style brochures. The unconventional progression stimulates thought and creates a lighthearted appeal.
The accordion style brochure requires a rectangular paper folded to create a W- or M-shape when viewed from the side. These brochures open to reveal two large surfaces, one on the front and one on the back with a single cover page. The two large surfaces can be divided into sections marked by the four folds or used as single sheets for graphs, images, or other large designs. A business can leave much of the space blank, creating an air of elegance and minimalism with the two large surfaces. Alternately, it can pack as much information on the surfaces as possible to create an artistic appeal.
Stitched multi-page design
The stitched multi-page style brochure is made by stitching two regular two-panel brochures together, making the brochure into a miniature book. The stitching gives the brochure an elegant appeal that feels charming to potential customers. A business can choose to use only the front and back covers for advertising while filling the six inner pages with all the information a customer could want; history, product range, and a mission statement, for example. For a more visually stimulating brochure, filling a few of the six pages with stunning photography or striking imagery will impact potential customers. Inserting imagery helps slow down the onslaught of information, allowing the reader to feel more relaxed.
A 12-panel brochure is created from a large rectangular sheet folded in half crosswise. The halved paper is then folded into thirds similar to the roll-style brochure. The result appears like a standard roll-style brochure that opens to reveal a large surface of information within, similar to a map. This style of brochure is useful for surveys and games, making the brochure interactive. Its more common use is including an image inside, creating a poster that the potential customer can display. This serves as a daily reminder of the business from which they received the poster and creates a lasting impression. Posters inside the brochure allow a business to print several designs on the same 12-panel fold style and make each unique, creating endless possibilities.
A business can explore the options with each style of brochure by laying out relevant information and key photos. Once the brochure contents are laid out, the business can then test them in each different style of brochure until the perfect fit is found. Alternately, a business can pick a style it likes and customize the brochure content to the style. No matter the approach, a business must take its time with brochure design to create something customers will talk about and share with coworkers, friends, and family. A memorable brochure will cause a great increase in traffic and sales for any business, no matter what the product or service offered.