When you think of a marketing piece for your business, your mind may immediately go towards a postcard, a brochure or a one-page product sheet. These items lie flat on the table and for the most part, aren’t particularly interactive, save perhaps folding out a panel or two on a brochure.
Yes, that’s right–we said interactive. The word so often accompanies online campaigns but in fact a good old piece of paper marketing can be interactive as well. In fact, when you’re working on a printed marketing piece, the feel and tactile experience that the audience will have is something important to consider.
That’s where the finishing technique of folding comes in. Adding folding to your printed piece can quite literally take it from flat to jumping off the table. Read on for more about how to utilize folding in your marketing pieces and to win a free book about folding and scoring!
Things to Consider With Your Folding Project
Folding is a great way to get a marketing piece to stand out, but it also adds some elements that need to be considered throughout the decision-making process. Here are a few things we suggest you consider when creating a unique marketing piece with folding.
- Where will the piece be going? If you have a marketing piece going in the mail, you’re going to need to make a plan to ensure that the folding is successful at the US Post Office, and check into whether the size, thickness and weight is going to alter your budget for postage. If they’re going to be stored in a warehouse for use at events, can you store them flat? How much room will they take up?
- How will the fold be executed in the printing process? If you’ve used online printers before, you may have had an item or two that was a bit off where it should have been in terms of alignment. This might be OK for a postcard or business card, but when you’re talking about a folded piece, the alignment, die-cutting and other finishing details are essential in making sure the final product looks great.
- Is the fold complicated or confusing? A printed item transformed to 3D may look amazing once it’s done–but if the end user gets a papercut trying to execute a complicated fold, they may never notice. The same goes for any items that will need to be assembled in-house–make sure that the folding technique you’re using is feasible to complete with minimal aggravation.
- Will the folded piece do its job in the end? While a 3D piece might look amazing, if it’s something you want the end user to file and hang onto for the future, you may want to consider doing something flat (die-cutting and accordion folds, along with creative use of color, can make quite an impact on a flat piece). On the other hand, if you’re looking to stand out at an event or tradeshow, or be something fun on someone’s desk, a 3D piece may be the way to go.
If you’re interested in checking out creative folding ideas across the web to help you get inspired, here are a few places to start!
- The Folding Fanatic (Twitter): Trish Witkowski is obsessed with folding. She even presents a weekly video on her favorite folds. A must-follow!
- Printaholic: This site, with information on printing of every kind, has a great post around the 15 ways to fold a brochure.
- 55 Inspiring Printed Brochure Layouts & Designs: Lots of great folding ideas and inspiration in this post.
- 50 Incredibly Clever Business Card Designs: This DesignShack article gives some great visuals for getting fun and creative with your cards.
- 25 Awesome Brochure Design Ideas: These brochures use folding to give a ton of impact to a flat marketing piece.
If you’re thinking about incorporating folding into your next marketing piece, we’re here to help. Our consultative approach makes sure we take into account all of the concerns about folding, and with more than 20 years in business, we have lots of innovative ideas when it comes to folding! Contact us today for more information about planning a creative, impactful print project with the right finishing flourish.