I decided to take the fold out idea a bit further since I’d enjoyed a leaflet in this format myself. I decided that I would stick with the idea of a leaflet aimed at gathering local support for a community group. The idea would be that this little offering comes through the door, onto peoples’ doormats. Clearly it would be hopeless if aimed at sitting in a rack somewhere.
A couple of things about this one: I used watercolour paper because I decided to hand letter and hand colour the whole thing, having taxed my brain with InDesign the day before. The paper is too thick for the type of folding I planned, and the hand painted effect is not very successful: it doesn’t look professional, though I did aim for it to look friendly and local.
Overall, folding paper in various ways and then thinking about the content, instead of the content driving, has been an interesting experience. It definitely changes the way I prioritised content, and made me think about delivering content in a number of ways not previously apparent. For example, with this fold, I ended up putting the content sub-headings on the outside and the headline on the inside. So, the content on the outside raises questions, tempting (hopefully!) the reader to open the fold. Unusual folds lend themselves to thinking about presenting the content in unusual ways and creates a stimulus in the way that conventional folds (such as A4 to A5) do not. Having said that, I am acutely aware of the cost implications of doing anything other than a standards fold. I’ve looked at a range of different design ideas online and will certainly consider new and interesting folds for leaflets in future, it makes designing more fun.
Oh, and I came across this great little eye catching leaflet at the cinema last night. It was propped up all over the place.