A useful fold earns its place.
Start with a list of what the reader needs to do. Arrive, find a seat, follow a programme, take something home. Each action suggests a useful piece of information.
Arrange those pieces on a plain sheet and fold it by hand. Read it standing up, then seated. Check whether a thumb covers the important line and whether a crease passes through a word.
The material changes the answer. A heavier sheet may stand on a table; a lighter sheet may sit neatly in a pocket. Ask your printer for a physical sample before approving production.
Prepare a useful brief.
- What is the occasion, and who will attend?
- Which details must be read first?
- What quantities, dimensions and dates need confirming?
- Who approves words and artwork?
- Who arranges printing and delivery?
A short, specific brief gives every piece a purpose. Bring the questions you cannot answer yet; they belong in the conversation too.
Discuss your brief