Can folding your marketing materials really give you an edge?

Posted in: Graphic Design Blog by Jennifer Slagle on May 20, 2010

I recently listened to a conference call over the internet put on by a lady who is literally obsessed with folding!  I have to admit, I haven’t really given folding so much thought but listening to her really changed my mind.  Her first piece of helpful advise was to mock up your piece and fold it the way it is going to be folded.  Then, watch your audience member view the piece.  Are they catching the key points that you are wanting them to see in the order you are intending?  Sounds like a novel idea, but I don’t think we always find ourselves doing that.

After seeing her many examples of amazing work (very jealous designer here…) where the items are designed around a particular fold, I have to admit, they caught my attention.  Let’s be honest, how many tri-fold brochures really capture our attention and make us want to “Read more!”  Just turning your tri-fold horizontal is enough of a change to capture the audience’s attention.

My favorite fold has to be with the double gate fold.  I received a small piece that came folded down to a 4×6 size.   But when I opened it up, it was so captivating and I couldn’t help but read more!

Check out her site for some interesting info on folding – www.foldfactory.com.  Confirmed to me that there really is someone obsessed about EVERYTHING!!!  My wheels are turning with ideas on how to fold that next marketing piece!!!

Creating marketing materials – what to do…

Posted in: Graphic Design, Graphic Design Blog by Jennifer Slagle on February 11, 2010

Because of my own business needs, this topic has been on my mind a lot lately.  I have been researching the best way to effectively communicate what my business has to offer to the optimal client base.  Does that include a tri-fold brochure?  Should I make some rack cards and put them out for everyone to see and take if they choose?  Should I make postcards that act as a “teaser” to entice that person to look into my company and see what I can offer.  Should I create some type of printed portfolio showcasing a range of my work?

My husband works with sales for a major bank in the US and he keeps telling me that research shows many people will through a tri-fold brochure in the garbage before they even look at it.  Being that I create those for clients frequently, I don’t like hearing that.  That is what I was getting ready to create for myself!  Only problem is that  I just couldn’t bring myself to do this without adding a creative twist making the brochure a different size or adding some type of embellishment… but, that is when the price went up too…  I can’t win.

So I thought some more…  With social media changing so much I find myself spending so much time on perfecting my website as that is my  main reference for my business when potential clients want to see my work.  In my field, it is key.  So with that knowledge and thought process behind me AND my website finally starting to take final shape, it is time for me to create some postcard “teasers” for my business.  For me and my business, that is the best bang for my buck I believe!  Stay tuned, I will post it when I am done.