We give you ten basic tips that will guide you to achieve the triptych that your company needs.
The first step to begin with the design of a triptych is to prepare in detail the text that will be included in it. For this, it is absolutely essential to define the objectives that the company wants to achieve through the brochure and the clear message that it wishes to convey through it.
A synthetic text must be obtained, with explanatory capacity, but punctual and clear. If there is too much information or if it is irrelevant, the recipients of the brochure will stop reading it and discard it immediately, thus wasting the effort put into the design and printing of it. It is important to use a plain language, understandable to the average public, avoiding difficult terminology that obscures the message that you want to convey (even if the brochures are addressed to a specialized audience, the ideal is to use an accessible language, since a triptych is a small presentation in which a highly technological or academic language is not expected). It is also important to organize the information with titles, subtitles and bullet points to facilitate the reading of the recipients, who in this way can choose what to read more quickly. On the other hand, it is effective to go directly to the client, since in this way a close dialogue is established between the company and the public.
It is also necessary to take into account what information to place on each panel, as indicated in point 8.
Once the text is prepared, you have to think about its distribution according to the chosen sheet format and the shape of the folds that will be made. The choice of how to fold the paper may be more or less conventional, depending on the image that the company wants to give and according to the budget for the brochure. The triptychs can be vertical or horizontal, folded in a closed or open way, in a straight or diagonal direction, and with the panels superimposed completely or not. As for the size, if it is decided to make a triptych larger than the common one, then more text can be included (although it should be considered that the font size also increases).
The content and image of the triptych must express the values of the company that promotes its products and services through it. It is essential that in the text, in addition to describing the benefits of a product, the principles of the company appear clearly, since the brochure is an enduring piece that materially represents the same and is a presentation to customers. In addition, the style of the brochures must be consistent with the rest of the graphic pieces of the company, in order to maintain the corporate identity.
To achieve a truly effective triptych design, it is extremely important to define precisely the audience to which the company is directed in general and the brochure in particular. The definition of the target audience largely determines the content and aesthetics of the triptych. For example, a design aimed at a young audience differs greatly from that aimed at businessmen. If the public is taken into account, the success of the brochure is assured, since a design designed according to the recipients will make them take it and keep it, and will make them feel identified with the company.
The graphic designer plays a central role in obtaining a triptych appropriate to the needs of a particular company and its audience. It is who has the ability to translate the values of a company graphically and who has the necessary knowledge to make a design that catches the public. In addition, innovations regarding the size and folding of the leaflet depend on the designer. This professional knows how to combine text and images in the most effective way, and is also the one who considers everything necessary so that the brochure can be printed without difficulties. For all these reasons it is absolutely essential to hire a graphic designer to carry out a commercially effective triptych.
The leaflets are characterized by the important presence of text, since the panels offer enough space to present a clear description and explanation of the product or service promoted. But, in addition to the textual content, it is also essential to find a graphic style that is consistent with that, since the entire brochure must be a significant unit, capable of expressing the essence of the company and of attracting customers. You must choose images literally or rhetorically related to the message to be expressed, and it is important that they are striking and clear.
Given the importance of the text in the leaflets, it is important to facilitate reading by choosing a clear typeface. To favor readability it is also necessary to select a typographic body according to the amount of text and the space available. In general it is recommended to use one or two typefaces - no more - and classic (Garamond or Helvetica, for example), so as not to create confusion. Readability is essential in a triptych since it depends on the public to read the front and then the rest of the brochure. If the text cannot be read easily, the public will abandon the reading.
When designing a triptych, the function of each of the six panels that constitute it should be considered. The front face should be attractive, so that the recipients are curious to open the brochure and continue reading the content. Generally, this panel includes only a short phrase that synthesizes the message of the company, and the name of the company and its logo, as well as a striking image.
The cover of the brochure should contain the contact information, that is, address, telephone and fax number, email box, website address, etc. Here you should not include any important message since it is a panel that reads little. You can include some image or a colored background on which the contact information is highlighted.
The internal front panel is the most prominent, so there must be all the reasons why the product or service that is promoted is the best and the one for the customer. It is also recommended to include the phone number and website address.
The three internal panels, meanwhile, are the right place to make a more detailed description of the activities, products and services of the company. In this part of the brochure, the company's way of working and its relationship with customers must be realized. Since the greatest amount of text in the entire brochure will be concentrated here, it is important to rank the information correctly, so that readers quickly grasp the main points of the transmitted message. It is also necessary to achieve a harmony between text and graphic content. They must be complemented so as to reinforce the meaning to be expressed through verbal and visual language.
On the other hand, there must be continuity and coherence in the graph of the external and internal faces of the triptych. For this reason, the same color palette, a series of photographs or images, the same line types and the same typeface are often used in the different panels of a triptych. Generally the same graphic elements are used in the different panels, but with variations that break the monotony and allow to build a consistent and attractive design.
It is necessary to take into account the printing conditions to ensure that the design becomes concrete as it was intended. On the one hand, it is important that the designer considers from the beginning the type of paper, its weight, the colors and the printing system, since these factors directly affect the design. On the other hand, it is necessary to make a correct choice of the printing press that will take the leaflets to paper, since a bad impression can ruin all the work done previously.
In addition, a print test must be done before printing the entire run. This test allows you to control colors, margins, image definition, etc. Thus, the necessary changes can be made so that the triptych is finally printed with the highest possible quality.
The triptychs can be distributed in different ways. On the one hand, they can be mailed to a list of real or potential customers. This is possible when the triptych has the standard measure (8’ ½ x 3.67 ’, closed), as it enters a conventional envelope. These brochures can also be distributed by hand in commercial presentations organized by the company that made them. Another possibility is to leave the leaflets in exhibitors (within the company, in shops and in all places related to the products and services of the company) so that people take them for themselves. In these last two cases, the brochures may or may not be the standard size, without causing any inconvenience.