Brochure basics: Choosing the right style for your message

Whether your company is offering a new service, your association is expanding its member benefits, or your business is seeking to reach clientele in a new market, when it comes to sharing information with your target audiences, what better way to do so than a brochure? Unlike flyers, whose single-page design is best suited for flashy, attention-grabbing news, brochures give you multiple pages with space for detailed content, plus a structure that allows you to lead your audience through your messaging in the order you want them to read it. They are often printed on high-quality paper, giving them a more professional look than a flyer, and people tend to hang onto brochures for a longer period so they can refer to the content later.

When you picture a brochure in your mind, you’re probably envisioning the traditional trifold: A letter-sized sheet of paper (8.5”x11”) divided into thirds and folded in on itself. However, there are many other styles of brochure that may suit your needs better, ranging in both size and structure and serving a particular marketing purpose. Explore the most common types and learn how to use each one effectively.

Trifold: A page, usually letter-sized, folded into three panels, creating six sections for your content: a front cover, a back cover and four inside panels. Trifolds are best for general marketing, product or service overviews, event promotions or other messaging that would benefit from being divided into sections. Their compact size makes them easy for you to distribute and for your target audience to carry with them.  

Bifold: Often a tabloid-sized page (11”x17”), folded in half to create four 8.5”x11” panels: a front cover, a back cover and two inside pages. An 8.5”x11” page folded in half to make four 8.5”x5.5” panels is a common variation. Bifolds work well for content with a lot of visuals, such as a corporate presentation or product catalog.

Gate Fold: A letter- or tabloid-sized page with two outer panels folding inward to meet in the center, resembling a gate. The dramatic opening creates a sense of intrigue and elegance, so a brochure in this style would be ideal for a product reveal, an exclusive event invitation or other content featuring impressive visuals. 

Z-Fold: Most commonly a letter-sized page, but also found in legal-sized (8.5”x14”) or tabloid-sized paper, this brochure is folded in a zigzag “Z” shape, creating three panels on each side. This format is great for leading an audience through a story, whether that’s a step-by-step guide, an event schedule or a timeline of an organization’s history.

Mailing Fold: This is similar to the trifold, though the paper is oriented vertically rather than horizontally before being folded into thirds. Designed specifically for mailing, one panel is generally reserved for postage, a return address and the recipient’s address. Mailing fold brochures are ideal for direct mail campaigns, newsletters or fundraising materials.

No matter how you fold it, a brochure is a valuable tool that can help you achieve your marketing goals. Whether you need help deciding your message, defining your audience, developing your content or designing your brochure, the experts at AOE are ready to assist with any step of the process. Contact us today!