Articles: formats

Choosing a format looks like a formality, yet it often decides whether a piece gets read at all. A leaflet dropped through a letterbox, an insert in a parcel and an invitation to a celebration have different jobs, so a different shape suits each of them. In this collection the subject comes back for promotional print and for stationery alike.

What a change of shape gives you

Format is not just the size of the sheet. It also covers the fold and the extras that change how a piece is used.

• Folded in half, concertina or gate fold - each one leads the reader through the content differently and splits it into different parts.
• A tear-off strip - a coupon, a contact card or a small voucher stays with the customer long after the rest of the leaflet has gone.
• Rounded corners - a small detail that changes the feel and protects the corners from creasing.
• An unusual outline - a shape that echoes the product draws attention, but the layout has to be thought through in advance.

Format against the amount of content

The usual slip is picking a size first and adding content later. The lettering then shrinks and the margins disappear. The reverse order works better: write down what absolutely has to be there, then choose a format that holds it with room to spare. With invitations the character of the celebration matters too - a square, a narrow card and a concertina fold build completely different moods. When the design is ready, a PDF is the safest thing to send us, because it holds the layout and the lettering best. Leave a little spare space at every edge as well, so nothing important disappears when the sheets are trimmed.

If you are picking a format for a specific order, start with the article about your own piece, then look at the one about folds. The sizes and options available for each product are listed in the calculator.