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Posts tagged ‘brochure’


Consider the Fold

Many times artwork is beautifully laid out and very pleasing to the eye. But while the design looks great, one important aspect has been over looked… do the folds work?

There are three things to think through; orientation, position and avoid cracking.

  1. Orientation: While modern folding machines are very efficient and make clean crisp folds, don’t assume that they can make every type of fold you can envision. When you have complex folds that will go in more than one direction, it’s best to check the folding machine can handle the folds you want.

    Origami Crane folded with a red floral pattern paper

    Origami Crane folded with a red floral pattern paper

  2. Position: The position of a fold can cause problems in several ways. For example, you sent your beautifully designed flyer to be printed and when you get the flyers back you are horrified to find out that one of the folds goes right through the head of your company’s CEO. Always printout and fold a mock-up before it goes to print. The mock-up is also a good way to check the fold sequence and make sure that each panel is positioned properly. If your address panel is not positioned properly, your postage costs can go up dramatically. Lastly, when doing multiple roll folds you need to make each consecutive panel slightly smaller to allow for the fold.
  3. Cracking: A fold can cause cracking across it for a number of reasons, including the thickness of the stock, grain of the paper, and ink coverage on the fold. If you are printing on cover weight stock, you most likely will need the paper to be scored before it is folded. If the quantity you are printing lends itself to digital printing, cracking can be an even bigger problem. Since toner is applied by heat, it’s best to not have any toner on the lines of the folds. Sometimes you have no choice but to have toner run across the folds. When this occurs, options such as paper brand, finish and the position of the grain can be used to help cut down on cracking.

As always, your FNBR representative will be happy to help guide you to avoid the problems discussed above.  Call us at 888-988-8148 or email



The PARC Principles

Do you want your printed pieces to look better? Here are 4 design principles to keep in mind.

Items relating to each other should be grouped close together. When several items are in close proximity to each other, they form one visual unit rather than several separate units. This helps to better organize information and reduce clutter.Graphic Design

Design beginners tend to put text and graphics on the page wherever there happens to be space. For a more professional look, never place items on the page arbitrarily. Every element should have some visual connection with other items on the page.   

The principle of repetition states that you repeat some aspect of the design throughout the entire piece. The repetitive element may be a color, shape, texture, format, or line thickness. In fact, it can be anything that a reader will visually recognize. Repetition serves to strengthen the unity of your piece.

Contrast is a great way to add visual interest to your page. The important point to remember is that for contrast to be effective, it must be strong. For instance, you can’t contrast dark brown with black, they’re too similar. Contrast can be created in many ways. You can contrast large type with small type; a cool color with a warm color or an elegant oldstyle font with a bold sans serif font.

When designing your next marketing piece, if you follow the PARC principles you’re more likely to create dynamic, appealing, organized pages that get read.

Continue the Coversation: Call FNBR toll free at 888-988-8148 or email us at


Is Your Guarantee a Marketing Asset?

Is Your Guarantee a Marketing Asset?As we’ve mentioned before, people are skeptical and nobody likes to get ripped off! One of the ways you can lower the perceived risk of doing business with you is with a strong guarantee.

A money-back guarantee transfers the risk off your potential customer’s shoulders and onto yours. It’s a marketing asset to be able to tell your prospects, “Give us a try, because if you’re not satisfied we’ll refund your money in full. There’s no risk!”

So, what are the elements that make a guarantee strong and effective?

The longer your guarantee the better. For instance, all things being equal a 90-day guarantee is stronger than a 15-day guarantee. A short guarantee may not give people enough time to comfortably evaluate your product and decide whether it’s for them. They’ll feel rushed and may just return it without really trying it out to avoid having the deadline expire and being stuck with it.

Do your best to make your guarantee “no strings attached.” The more conditions you put on the guarantee, the less likely prospects are to trust you and buy from you. Strive to give your customer the benefit of the doubt. Accept refund requests even if the buyer is slightly late in requesting the refund.

Do not hide your guarantee. Print your guarantee in the same type size as the body copy or bigger. Put the headline “Your Money-Back Guarantee of Satisfaction” in large, boldface type.

Remember, when you’re seeking to attract new customers you’re asking people to take a leap of faith. Your guarantee can go a long way towards reassuring potential customers that you’re the right choice.

Continue the Coversation: Call FNBR toll free at 888-988-8148 or email us at

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