Brochure folds and paper finishes: how to choose the right one

Ordering a brochure comes down to two choices: how the sheet folds and what it is printed on. Get the fold right and readers meet your message in the order you planned. Get the paper right and the colours, the reading and the feel in the hand suit the job. Get either one wrong and you can end up with the cover on the wrong panel, a cracked crease running through your logo, or a glossy menu that glares under bright lights.

This guide is for restaurants, real estate agents, clinics and other small businesses ordering brochures, flyers and postcards. It covers the common folds, panel layout, scoring, paper weights and finishes. Details of our own products come from our catalogue; anything else is something to confirm on your quote.

Start with where the brochure will be read

Before you choose a fold or a paper, picture the brochure in use. A takeout menu gets folded into a bag and pinned to a fridge. A listing brochure sits in a stack at an open house and has to show photos well. A clinic handout is read closely, sometimes by people with low vision, and may have a line to fill in. Each job pulls the decision in a different direction, so answer a few questions first.

• Where will people pick it up: a rack, a counter, a mailbox or someone’s hand?
• Is it mostly photos, mostly text, or a mix of both?
• Will anyone write on it: an appointment time, a price, a note, a signature?
• How long does it need to last? A one-day event handout and a menu kept by the phone are different jobs.
• Does it need to fit an envelope or a brochure holder?

The common folds in plain words

Printers do not all use the same names. PostGrid’s guide to folding types and Paperlust’s fold guide describe the same shapes but count panels differently, and “tri-fold”, “letter fold” and “roll fold” overlap. Describe a fold by how it opens, and ask for the printer’s template before you design.

Half fold

A half fold, also called a bi-fold, is one fold down the middle. You get a front cover, a back cover and a two-panel inside spread that opens like a book. PostGrid notes that it leaves room for large pictures or a lot of text that can be taken in at once, and lists price lists and invitations among its common uses.

Tri-fold (letter fold)

A tri-fold folds both ends of the sheet inward, one over the other, to make three panels on each side. PostGrid points out that the letter fold was made to fit a standard envelope, and Paperlust lists menus, service brochures and real estate one-sheets among its usual jobs. Because one end tucks inside the other, the panels are not quite equal.

Some printers call the tri-fold a roll fold. Paperlust keeps the name for a longer sheet that rolls in on itself, each panel a little narrower than the last. Check how many panels the printer means.

Z-fold

A Z-fold uses two creases like a tri-fold, but they go in opposite directions, so the sheet zigzags like the letter Z when you look at the top edge. Nothing tucks inside, so the three panels are the same width. PostGrid notes that a Z-fold needs little unfolding, so the offer is understood quickly. With four or more panels it is usually called an accordion fold. Event programmes, maps and step-by-step guides suit it well.

Gate fold

A gate fold has two outer panels that fold in to meet in the centre, like a pair of doors, and opens onto a wide centre spread. Paperlust describes its outer panels as shorter than the centre and suggests it for product launches and reveals.

Our brochure listings offer half fold, tri-fold, Z-fold and more, cut, folded and boxed. If you want a gate fold, an accordion or anything else, name it on your quote and ask whether it suits your size and paper.

Which panel is the cover, and which is seen first

A flat tri-fold file has two sides of three panels each, and readers do not meet them left to right. Get this clear before anyone starts the design.

On a letter-fold tri-fold, the outside of the sheet holds three panels. The right-hand panel is the front cover. The middle panel is the back cover, which stays on the outside when the brochure is closed (Paperlust places them the same way). The left-hand panel is the outside of the tuck-in flap. When someone lifts the cover, that flap is the first thing they see, and 4over4’s template guide describes it as carrying the first content a reader meets. Open the flap and the three inside panels appear together as one wide spread.

Plan a tri-fold in the order people read it:

1. Front cover: your name, what you offer and one reason to pick it up.
2. Flap: the hook. A short welcome, your strongest offer or the question your reader came with.
3. Inside spread: the detail, such as the menu, the services or the listing photos, read as one wide page.
4. Back cover: contact details, address, hours and any QR code.

On a Z-fold, the cover is an end panel, the first panel on the right when you hold it closed, and the rest unfold in one continuous strip. Because the sheet zigzags, the front and back of a closed Z-fold end up on opposite sides of the flat sheet. That catches people out when they set up the file by eye, which is one more reason to start from a template.

On a half fold, the front cover is the outside right half, the back cover is the outside left half, and the inside spread opens like a book. Paperlust notes that the left inside panel is the first one seen.

Why one tri-fold panel is narrower

If all three tri-fold panels were exactly a third of the sheet, the tuck-in flap would press against the fold and the brochure would not close flat. Printers fix this by making the flap a little narrower. 4over4 says the inside panel should be about 1/16 to 1/8 in narrower than the other two, so it can nest inside without bulging or buckling. Paperlust gives 2 to 3 mm, a similar range.

For a letter-size sheet (8.5 × 11 in), 4over4’s template guide gives two outer panels of about 3.69 in and a tuck-in panel of about 3.62 in. A Z-fold on the same sheet has three equal panels of about 3.67 in, because nothing tucks inside.

Keep words away from the folds

Text that runs into a crease is hard to read, so give it room. 4over4’s template guide recommends 0.125 in of bleed on all sides and keeping text and logos at least 0.25 in from both the folds and the trim. Our own artwork rules for brochures ask for a print-ready PDF in CMYK at 300 DPI, with 1/8 in bleed on every edge, text kept inside the safe margin and all fonts outlined or embedded. Our artwork guide walks through the setup.

Panel sizes on bigger sheets

Our brochures are listed in six sizes, from 8.5 × 11 to 11 × 25.5 in, and panel widths change with both size and fold. 4over4 warns that four panels on an 8.5 × 11 in sheet come out at 2.75 in each, too narrow for comfortable body text. Ask for a template for your exact size and fold, and say whether your size is the flat sheet or the folded piece.

Scoring: how heavier paper folds without cracking

Fold thick or coated paper without preparing it and the surface can split along the crease. 4over4 describes what this looks like on a 16pt coated piece: a jagged white line running right through the artwork, where the fibres and the coating give way.

Scoring prevents that. Before folding, a wheel or rule presses a shallow channel along the fold line, so the paper bends where it is meant to. Creasing goes a step further, with a matched die that forms a rounded bead. 4over4 says light text-weight paper often folds cleanly without either, but stock above roughly 100lb text, or any coated card, will crack on an unprepared fold. It recommends creasing rather than scoring for thick, laminated or heavily inked stock.

Two more details help. The raised ridge of a score belongs on the inside of the fold; on the outside, the coating has to stretch over the bump and cracks. And paper folds more cleanly with the grain, the direction most of its fibres run, than against it. 4over4 says folding against the grain can crack or feather heavier and coated stock, and advises setting folds parallel to the grain.

Coatings play a part too. Ironmark notes that hard-drying UV coating can crack when it is creased or folded, while aqueous coating is more flexible and less likely to.

Paper weight: lb, gsm and pt

In North America, a paper’s weight in pounds is the weight of 500 sheets at that grade’s own “basic size”, and each grade uses a different basic size. PaperSpecs explains that writing (bond) paper is weighed at 17 × 22 in and text paper at 25 × 38 in. That is why 24 lb writing paper and 60 lb text paper both come to 89 gsm: one weight, two numbers.

Cover stock uses yet another basic size. Sylvamo’s basis weight calculator lists 20 × 26 in for coated and opaque cover and 25 × 38 in for book and offset paper. So 100lb text and 100lb cover are very different papers.

gsm (grams per square metre) measures every paper the same way. Sylvamo converts pounds to gsm by multiplying the basis weight by 1406.5 and dividing by the area of the basic size in square inches. Using that formula with the 25 × 38 in text size, our papers come out as follows.

pt is different again. It measures thickness, not weight: one point is one thousandth of an inch, so 14pt card is 0.014 in thick. Our postcards are sold by thickness. AQ-coated and matte postcards come in 10pt, 14pt or 16pt, UV high-gloss postcards in 14pt or 16pt, and laminated postcards are 16pt card that comes to 18pt with lamination on both sides.

Gloss, matte and uncoated: how each one looks and reads

Coated papers have a smooth surface layer. X-Rite’s note on Pantone’s coated and uncoated guides explains that on coated paper the ink sits on top of that layer and barely soaks in, while on uncoated paper the ink soaks into the sheet, which changes how the colour looks. It is the same ink; the paper changes it.

Gloss

Gloss paper has a shiny coated surface that makes colours look rich, and Kennesaw State University’s print shop says it suits photos and graphics. The trade-off is reflection. Paperlust’s menu guide warns that gloss can create reflections that make a menu harder to read in brightly lit rooms. Writing on gloss is also a problem: the same KSU page notes that pen ink dries more slowly on coated paper and smudges more easily.

Our Gloss brochures and Gloss flyers are 100lb gloss text, listed with no extra coating. UV high-gloss brochures and flyers use the same 100lb text with a high-gloss UV coating on top, for the most vivid colour.

Matte

Matte paper is coated too, but with a flat, low-sheen surface. KSU’s print shop says matte is easier to read for long text and more forgiving of fingerprints, smudges and dust. The CNIB’s Clear Print guidelines, republished by the Council of Ontario Universities, recommend a matte or non-glossy finish to cut down on glare.

Sources disagree on fingerprints. KSU calls matte the more forgiving surface, while Paperlust says matte lamination shows them more readily than gloss, especially on dark covers. Lamination is a different surface from matte paper, so test a sample if fingerprints worry you.

Our Matte brochures and Matte flyers are 100lb text with a matte finish. Matte postcards come in 10pt, 14pt or 16pt card.

Uncoated: Enviro and linen

Uncoated paper has no surface layer, so it feels more like good writing paper. KSU’s print shop says it absorbs ink readily and is the easiest of the papers to write on. The same absorption lets ink dots spread, so photos look a little less sharp and a little darker than on coated stock. KSU also notes that because uncoated paper soaks up more ink, it can resist rubbing less well.

We stock two uncoated papers. Enviro is 80lb stock with 30% post-consumer recycled content, used for our Enviro uncoated brochures and flyers; the listings note that it takes a pen. Linen is 70lb linen text with a subtle woven texture, uncoated and writable, and is used for our linen uncoated flyers. Linen is listed for flat flyers, not for folded brochures.

Coatings: AQ and UV

A coating is a clear layer over the print, and our catalogue uses two kinds. AQ (aqueous) coating is water-based and dried with heated air. KSU’s print shop says it resists rubbing and scuffing, protects against fingerprints, dirt and smudges, and does not yellow with age. Royle Printing lists gloss, satin, matte and soft-touch versions. Ironmark calls it more flexible than UV, so less likely to crack at a fold, and more cost-effective.

UV coating is a liquid cured almost instantly by ultraviolet light. KSU says it is tougher and more slippery than aqueous and can reach a higher gloss, and that it can cover the whole sheet or only selected areas, which is called spot UV. Ironmark adds that it resists chemicals and water and does not yellow over time.

Writing on coated pieces is where sources part ways. KSU says a ballpoint can still write on an aqueous coating but most UV coatings prevent it. Our catalogue is more cautious: it lists AQ-coated postcards (10pt, 14pt or 16pt) as not suited to writing or stamping. If anyone will write on the piece, do not count on a coated face.

Choose an uncoated stock instead, or one of our writable postcards: 13pt Enviro uncoated, 13pt linen uncoated, or 14pt writable card with AQ or UV. The listing describes these as uncoated and one-side-coated cards that take pen, pencil and postage stamps. Our writable business cards offer the same four stocks for appointment and loyalty cards.

Because UV coating can crack at a fold, ask for scoring if you choose UV high-gloss brochures.

Recycled paper: what 30% post-consumer means

Our Enviro stock contains 30% post-consumer recycled material. FSC describes post-consumer material as fibre reclaimed from a product after people or businesses have used it for its intended purpose. In other words, paper that has already done its job once.

A recycled-content figure is not the same as a certification label. FSC Canada explains that its FSC Recycled label is for products made from 100% recycled fibre, while its Mix label can combine certified, controlled and recycled fibre. Our catalogue states the Enviro stock’s recycled content but no certification, so if you need a particular label, ask on your quote.

What to choose: restaurants, real estate and clinics

Restaurants

A tri-fold is the classic takeout menu: your name on the cover, best-sellers or a combo deal on the flap, the full menu across the inside spread, and the phone number, hours and address on the back. A half fold suits a short menu that should read at a glance, and a Z-fold suits a menu laid out in steps, such as build-your-own bowls.

For paper, matte is a safe default for a menu that is mostly text, since it reads with less glare. Gloss or UV high-gloss suits a menu built around food photos. Paperlust’s menu guide, writing about laminated dine-in menus, warns that gloss can reflect in bright rooms but is the easier surface to wipe. A menu that must survive daily wiping is a lamination question: lamination is not listed among our brochure options, though our laminated postcards are 16pt card laminated to 18pt. Ask on your quote.

Real estate agents

Listing brochures and feature sheets depend on photos. Gloss or UV high-gloss paper gives the richest colour (KSU recommends gloss for photos). A half fold gives you a big cover photo and a two-panel inside spread for room shots and details. A tri-fold works well for a neighbourhood guide or a services brochure. And a flat feature sheet on gloss or UV high-gloss flyers skips folding altogether.

If you will write on the piece, such as an updated price, a gloss or UV face will fight the pen; use an uncoated flyer or a writable postcard instead. Ask for scoring on a UV brochure, especially if a dark photo crosses the crease. Our property marketing page gathers the rest of an agent’s print and signs.

Clinics and health offices

Patient handouts are read closely, sometimes by older patients or people with low vision. The CNIB’s Clear Print guidelines suggest a matte or non-glossy finish to cut glare, strong contrast between text and background, text between 12 and 18 points depending on the font, plain sans serif fonts, and line spacing at least 25 to 30 percent larger than the type size. Matte brochures cover the paper side; the rest is in the layout.

A tri-fold suits a single topic, such as aftercare steps or a list of services; a Z-fold suits a sequence that should open in one pull. If anyone will write on the handout, use the uncoated Enviro stock, which takes a pen. Clear Print is guidance rather than a legal standard, so check any rules that apply to your own practice.

Other small businesses

Mostly words: matte. Strong photography: gloss or UV high-gloss. An eco-minded brand, or anything people will write on: Enviro uncoated. If you are unsure, start small; our brochure listings start at 25 copies (100 for matte).

A checklist for your quote

1. Size: one of our brochure sizes (8.5 × 11, 8.5 × 14, 9 × 12, 11 × 17, 17 × 22 or 11 × 25.5 in), and whether that is the flat or the folded size.
2. Fold: half fold, tri-fold, Z-fold or something else, described by how it opens.
3. Paper: gloss, matte, UV high-gloss or Enviro uncoated for brochures; linen is also available for flat flyers.
4. Printed sides: full colour on one side (4/0) or both sides (4/4).
5. Scoring: if your paper or design calls for it; it is listed as optional on gloss, matte and UV high-gloss brochures.
6. Quantity, and whether you want the copies bundled.
7. Use: whether anyone will write on it, and whether it must fit an envelope or a rack.
8. Artwork: a print-ready PDF built on the right template, with 1/8 in bleed and text kept clear of the folds.

Quotes come the same business day with no obligation, and nothing prints until you approve the proof. Production time depends on the product — your quote gives you a firm date before you approve anything. Basic layout fixes are included; custom design is priced on your quote. Request a quote, or send your files by WhatsApp or email through our contact page.