Brochures are marketing classics for a reason: they’re cost-effective, versatile and hard to ignore. From launching a new product to showcasing services or guiding customers through your offerings, a brochure puts your message right in their hands.
In this blog, we’ll explore the many aspects of brochure printing from formats to best practices. We’ll also look at what makes brochures so effective, how they compare to other marketing materials and why they’re a smart investment across industries.
Six Reasons to Choose Brochures
Think brochures are old-school? Think again. Here are six reasons they’re still a marketing must-have.
- Space to Share Your Story – Plenty of room for details, photos and your brand personality.
- Professional Look – A folded, well-designed piece instantly feels polished and credible.
- Tangible and Screen-Free – In a digital-saturated world, a brochure is something people can hold, flip through and keep with no Wi-Fi or screen required.
- Easy to Carry and Share – Perfect for events, mailers and leaving behind after meetings.
- Cost-Effective Marketing – Affordable to print in bulk without sacrificing quality.
- Versatile Uses – Works as a product guide, event program, menu or service overview.
Types of Brochure Formats
You’ve chosen a brochure so now let’s make it work for you. The fold you select shapes how readers experience your message. Pick the right one, and the layout will guide them seamlessly from start to finish.
Brochures come in a variety of formats, including:
- Bi-Fold
- Tri-Fold
- Z-Fold
- Gate-Fold
- Accordion-Fold
- Roll-Fold
- Double Parallel Fold
- Booklet
Explore each brochure type by structure, layout, best uses and pros and cons to see which format best suits your content and audience.
Bi-Fold Brochure
Structure: Single fold down the middle
Panels and Layout: Four panels (front cover, back cover, two inside pages)
Best For: Simple product overviews, event programs, menus
Ideal Audience: Customers who prefer a clean, straightforward presentation
Most Effective When: You have minimal text and a few strong visuals
Pros: Easy to design and print; professional, uncluttered look
Cons: Limited space for detailed content
Tri-Fold Brochure
Structure: Two folds creating three equal panels
Panels and Layout: Six panels total
Best For: Step-by-step explanations, service breakdowns, travel guides
Ideal Audience: General audiences who want a logical, guided flow of information
Most Effective When: You want to reveal information in a sequence
Pros: Compact and familiar format; easy to organize into sections
Cons: Narrow panels can limit design flexibility
Z-Fold Brochure
Structure: Accordion-style with alternating folds
Panels and Layout: Six panels total
Best For: Unfolding maps, timelines or event schedules
Ideal Audience: Users who need to see information all at once when fully opened
Most Effective When: You want a dynamic, interactive feel
Pros: Panels can be viewed individually or as one continuous layout; works well for bold graphics
Cons: Less formal look than other folds
Gate-Fold Brochure
Structure: Two end panels open like doors to reveal a larger center spread
Panels and Layout: Three panels (two outer “gates” + one wide center panel)
Best For: High-impact visuals, product launches, luxury marketing
Ideal Audience: Visual-driven audiences, upscale clients
Most Effective When: You want a “big reveal” moment
Pros: Dramatic presentation style; perfect for strong imagery
Cons: More expensive to print; not ideal for dense text
Accordion-Fold Brochure
Structure: Multiple folds back and forth like an accordion
Panels and Layout: Four-plus panels (often six, eight, or more)
Best For: Timelines, step-by-step guides, product collections
Ideal Audience: People who need information in a sequence or comparison format
Most Effective When: You want flexibility in length and storytelling
Pros: Expands to show a lot of information, easy to break content into sections
Cons: Can feel bulky if too many panels, needs careful design to avoid clutter
Roll-Fold Brochure
Structure: Panels fold inward one over the next, “rolling” shut
Panels and Layout: Usually six panels
Best For: Tours, presentations with a gradual reveal
Ideal Audience: Readers who enjoy a progressive storytelling approach
Most Effective When: You want to lead the reader step-by-step to a final call-to-action
Pros: Great for narrative flow; keeps content organized in a set order
Cons: Can be tricky for readers to fold back neatly
Double Parallel Fold Brochure
Structure: Paper folded in half, then folded in half again in the same direction
Panels and Layout: Eight panels total
Best For: Detailed product or service catalogs, instructional guides
Ideal Audience: Customers who need detailed reference material
Most Effective When: You have a lot of organized, category-based information
Pros: Lots of space for content; neat, compact size
Cons: Can overwhelm user if not well organized
Booklet Brochure
Structure: Multiple pages bound along a spine
Panels and Layout: Eight-plus pages (varies)
Best For: Detailed catalogs, event programs, annual reports
Ideal Audience: Readers who want depth and reference value
Most Effective When: You have high-volume, detailed information to share
Pros: Large capacity for text and visuals; long shelf life
Cons: Higher printing costs; requires more design and production time
Best Practices for Brochure Design
Once you’ve chosen a format, it’s time to bring your brochure to life. These best practices will help you design a piece that captures attention, communicates clearly and motivates your audience.
- Know Your Audience. Design with their preferences, needs and reading habits in mind.
- Have a Clear Purpose. Every brochure should have a single, defined goal (inform, sell, invite, etc.).
- Use a Strong Headline. Make it attention-grabbing and benefit-focused.
- Keep Content Concise. Use short paragraphs, bullet points and clear language to improve readability.
- Use High-Quality Images. Choose sharp, well-composed visuals that enhance the message.
- Stick to a Consistent Color Palette. Align colors with your brand and ensure good contrast for legibility.
- Choose Readable Fonts. Limit to two font families, using hierarchy (sizes/weights) to guide the reader’s eye.
- Include a Clear Call to Action (CTA). Tell readers exactly what you want them to do next.
- Balance White Space and Design Elements. Avoid overcrowding; give the eye room to rest.
- Proofread and Test Before Printing. Check for typos, color accuracy and how it folds in real life.
Where Brochures Still Make an Impact
Many industries still rely heavily on printed brochures because they offer a tangible, focused and professional way to communicate with customers. Industries where brochures still shine include:
- Tourism and Travel – Visitor guides, attraction maps and tour package highlights that travelers can carry and reference.
- Real Estate – Property listings, open house handouts and development portfolios that leave a lasting impression.
- Healthcare and Medical – Patient education materials, service overviews and wellness program details.
- Education and Training – Course catalogs, campus guides and enrollment information for prospective students.
- Hospitality/Food and Beverage – Restaurant menus, event packages and hotel amenity guides for guests.
- Professional Services – Company overviews, service packages and case studies for clients to review at their convenience.
Printed brochures work especially well in face-to-face interactions, trade shows, welcome packets and mailed marketing kits. A well-made brochure can be that sleek, take-home piece that instantly boosts your brand.
Choose a Brochure Printing Expert
When it comes to making a strong first impression, don’t settle for anything less than professional quality. Target Print & Mail is your trusted local partner for brochure printing, offering a wide variety of styles from bi-folds and tri-folds to Z-folds and more. With multiple sizes, paper finishes and an in-house graphic designer ready to bring your vision to life, we make sure your brochures are as effective as they are eye-catching. Plus, our precise printing and folding process ensures every brochure arrives to you polished, pre-folded and ready to distribute. Let us help you turn your ideas into brochures that get noticed.
About Target Print & Mail
Since opening our doors in 1982, Target Print and Mail has been dedicated to providing top-quality printing services to the Tallahassee community. Over the decades, we have grown into the region’s premier provider of commercial printing, signage, mailing services, promotional products and graphic design solutions. We boast a team ofmore than 20experienced team members operating out of our 9,100 square foot production center. We are committed to supporting our community, providing excellent service and always going above and beyond to exceed our clients’ expectations.