A promotional folder is one of the materials a client picks up during a meeting, at a trade fair or after receiving an offer. It presents the company, its offer and its way of working in an organised form. Below we describe the successive stages of design, from the first arrangements to preparing files for print.
Purpose and audience
We start the project with two questions: who will read the folder and in what situation they will receive it. A folder that a salesperson leaves after a meeting has a different job from a folder handed out at a trade fair. The first can contain detailed information about the offer. The second has to show in a few seconds what the company does.
The answers determine the format, the number of pages, the amount of text and the way the folder is distributed. They also determine whether a printed version, an online version or both are needed.
Key visual as the starting point
We begin the graphic design with a key visual. This is the main graphic or composition that defines the style of the whole publication: colours, the way photos are cropped, typefaces and the character of illustrations.
We place the key visual on the cover and repeat its elements on the following pages, for example in the background of a spread opening a chapter or in the way photos are arranged. As a result, all pages share a common character, and the designer does not have to make separate graphic decisions for each of them.
Consistency with the brand and other materials
A promotional folder should be consistent with the company's other materials, such as its website, corporate presentation or sales offer. We use the same colours, typefaces and logo usage rules that the company defined in its visual identity guidelines. If there are no such guidelines, it is worth agreeing on the basic rules before the project starts: two typefaces, a colour palette, a photo style and the way the logo is presented.
Consistency with the brand does not mean transferring a website onto paper. A folder has different proportions, a different way of reading and different colour possibilities, so we adapt the identity elements to this format. It is also a good idea to repeat in the folder elements the client knows from the company presentation, for example the way numbers or projects are presented.
What a promotional folder can contain
A short structure works well:
- a cover with the key visual and one sentence describing the company's activity,
- an introductory page: what the company does and which clients it works for,
- the offer or products, arranged by what matters most to the reader,
- projects, figures, client opinions and logos of companies the firm works with,
- information on how to start working together, and contact details.
Companies often want to share every detail in a folder: the history of the company, a description of its values, information about each team member. In practice, nobody reads a folder of several dozen pages, so it is better to prepare a few or a dozen pages with concrete information. All additional content can be placed on the website.
It is also worth replacing long descriptions with elements the reader can scan faster: a large number with a short caption, a simple infographic, a photo of a project with one sentence of commentary.
Format and number of pages
The most common formats are portrait A4, A5 and square. The format affects how the folder is used: A4 works well for documents and offers, A5 is convenient to hand out, and a square format stands out visually.
The number of pages depends on the type of binding. With saddle stitching it must be a multiple of four, because each folded sheet makes four pages. That is why we plan the structure of the content right at the start, to avoid empty pages at the end.
Typographic hierarchy and layout grid
We arrange the pages of the folder on a layout grid. This is a division of the page into columns and margins, to which we align texts, photos, charts and tables. Elements on successive pages are aligned to the same lines, so the publication looks consistent.
In practice, three or four repeatable layouts are enough, for example: a full-page photo, a photo across two columns with text next to it, several smaller elements in equal columns. Repetition also makes later updates easier, because a new page is assembled from ready-made layouts.
The hierarchy of the text is just as important. We set sizes and styles for headings, lead, body text and captions. In print, body text is usually 9 to 10 points, and headings are clearly larger. For text over a photo, we check the contrast so that the text is legible after printing as well.
Quality of photos and graphics
Photos and graphics largely determine how a folder is perceived, especially in the printed version. A file that looks good on screen may show visible pixels once printed. For print, we prepare images at a resolution of about 300 dpi at the final size, and logos and icons in vector format.
Consistency of photos matters too. Photographs from one session, in similar colours and with similar cropping, create a uniform image of the company. Photos in different styles, coming from many sources, weaken the credibility of the publication.
Two versions: for print and online
If the folder will be printed and also sent as a PDF file, it is best to prepare two versions. They differ in page layout, not only in the export format.
In the printed version, we design spreads, that is, pairs of pages visible at the same time when the folder is opened. We take into account margins at the spine, bleeds and a number of pages suited to the chosen type of binding.
The reader views the online version on a screen, usually one page at a time. Spreads do not matter here, the text can be larger, and the document can contain an active table of contents and links to the website. That is why the same material often needs a different arrangement of content, and sometimes a different number of pages.
A call to action on the last page
The last page of the folder should clearly say what the reader should do next: call, write or visit the website. In the printed version, a QR code leading to a contact form or an offer page works well. In the online version, active links and an e-mail address are enough.
File preparation for printing
Before sending the folder to the printer, we check a few elements:
- Bleeds (usually 3 mm) prevent white edges after trimming.
- Colours are set in the CMYK colour space, because RGB colours seen on screen look different once printed.
- Paper and finishes, such as spot varnish or matte lamination, affect how colours look and feel, so for larger print runs it is worth ordering a proof print.
- File size of the online version is chosen so that it can be sent by e-mail, compressing images without visible loss of quality.
Summary
When designing a promotional folder, it is worth defining the purpose and the audience, starting with a key visual, keeping the design consistent with the brand, arranging pages on a grid, limiting the content to specifics and using high-quality photos. If the folder is to be printed and shared online, we prepare two versions of the file.
We design company folders, catalogues and brochures in Adobe InDesign, in print and online versions. See the page Company catalogues and brochures or write to us, and we will help you plan your folder.
