Brochure: parts, types and functions of this document

A brochure is a type of printed document that is divided into three parts (hence the name) and contains basic information to promote brands, products or services.

Unlike other graphic resources used in marketing and advertising, the leaflet contains a relatively large amount of ideas, data and content in general, and does not appeal so much to emotions, but responds to the need to synthesize information. In this way, all the space available on either side of the leaflet is used to display data that the person can consult over and over again, as if it were a small manual.

In this article we will see what are the determining characteristics of the triptych, What are its parts and functions, and how is it done. But first, let’s start with the basics.

    What is a triptych?

    As we have seen, a triptych is basically a promotional brochure or one with a strong corporate component (Except in cases where it is used as a support for a work of art, as we will see), folded in 3 parts (having a pair of folds, that is, a pair of points where the paper is folded) and printed on both sides.

    Typically, folds follow a vertical axis, perpendicular to the direction of the lines of text.. Thus, each part of the triptych which remains between the folds forms columns of paragraphs separated from those on the other side of the fold.

    Leaflets actually having 6 sides when folded into 3 parts, they can contain a lot of information, Which goes beyond the logic of grabbing the attention of potential customers (which is the primary goal of many conventional advertisements) and helps to ensure that the potential customer is actively involved in reading the text and examining the images that accompany the written part.

    Flyer type

    This is a summary of the types of triptych that exist.

    1. Advertising leaflet

    This type of triptych aims to convince the reader to buy or continue to buy a product or service.

    They are generally obtained in the reception rooms of entities which have a certain relation or affinity with the entity which orders the production of the triptych, since it is understood that those who frequent these spaces are particularly inclined to be interested in what speaks the pamphlet. This will be the format of the flyer on which we will focus more.

    2. Propaganda leaflet

    It’s less common than advertising, but its purpose is similar: it also tries to convince. However, what you want to convince is not the purchase of a product or service, but the adoption of a certain more or less general ideological system.

    For example, a brochure of this nature may try to convince people of the need to lobby the government for more funding for public health, or it may make a case for anarchism in general.

    3. Information brochure

    In that case the persuasive component of the triptych loses its importance, and hunger the need to inform readers of something. Usually, however, this document also attempts to persuade, albeit by offering an embellished picture of the entity in charge of its production or what the text consists of.

    This type of service is generally located within the facilities of an area that can be visited: museums, art galleries, preserved ruins and exposed to the public, etc.

    4. Artistic triptych

    This type of triptych can take any form, because as such it is only the material support on which a work of art is made.

    This includes both leaflets made on rigid materials associated with the religious iconography of certain denominations (such as the Eastern European Orthodox Church) and certain fanzines made more or less amateurish in Western societies, divided into vignettes that tell a story.

      The pieces that compose it

      One way to easily understand what the basic characteristics of the triptych are is to know the parts that make it up. These are not much different from those that make up the basic structure of most fiction and non-fiction texts, but in this case they take on certain nuances, as they are applied to material that normally belongs to the world of marketing which, although it contains enough text, still relies heavily on the image to please and attract attention.

      Thus, the parts of the triptych are as follows.

      1. Coverage

      The cover is the main visual element used in the design of the triptych to attract attention. Marketing and design specialists know that much of the persuasive power of this brochure will depend solely and exclusively on the quality of this first component of the brochure, and therefore they pay special attention to detail.

      The cover should be seen as a single piece and easy to understand in its graphic and textual parts, so that little attention is needed to know very little depending on the type of content in the brochure. It will depend on your success in this area that more or less people will start to read.

      2. Presentation

      The introduction can be found on the back cover and, like it, is also intended to spark readers’ interest; however, here the tool is the text, not so much the image (although it may also be present).

      Attractive writing style is often used, and not just correct or informative. In this way, it helps to get potential customers or consumers into the mindset of those who will spend at least some time reading what is in the leaflet, going beyond what has been achieved in the page of blanket.

      3. Development

      The development includes all the synthesized information that did not appear in the introduction. In this case, this information can be divided into sections, because while in the introduction we tried not to interrupt Kurdish from reading too much to “stick” to the readers, here it makes more sense to classify parts of the text according to their thematic areas, Since there are more ideas to convey.

      4. Contact details

      Normally in the last part of the triptych (located in the part of the leaflet furthest from the cover) contact details are added and often a “call to action” encourage readers to contact the promoted entity or to purchase its services and / or products.

      In the case of leaflets that are more propagandist than advertising, a small text is also usually added in conclusion, Summarize the content seen so far and offer a more simplified view of the ideological position to be taken on a certain topic of public interest.

      Bibliographical references:

      • The leaflet: what is it, what is it for and what are its advantages. Print brochures and posters. On: http://imprimirfolletosyposters.es.
      • Landa, R. (2018). Design in advertising. Generate creative ideas. Madrid: Grupo Anaya.
      • Lupton, I. (2016). Graphic design. New foundations. Barcelona: Editorial Gustavo Gili.
      • Muller-Brockmann, J. (2012). Grid systems: a handbook for graphic designers. Barcelona: Editorial Gustavo Gili.
      • Philip, K. (2016). Business management. Madrid: General publications of Grupo Anaya.
      • Poulin, R. (2018). Fundamentals of graphic design. The 26 principles every designer should know. Barcelona: Promopress.

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