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Getting Direct Mail Attention Can Be About The Fold
The one thing you will hear about direct mail is that it needs to be unique, in one way or another, in order to get people interested in opening and viewing your piece. Most suggest color or size, but a mostly overlooked way is an interesting fold. The problem with interesting folds is that the engineering of such folds can be daunting. There are a lot of things to consider when trying to create a piece with a unique fold. How the fold will affect whether it is a self-mailer or needs an envelope; what the weight of the paper will need to be in order to get the right effect from the fold; or how the overall weight of the piece, need for die-cuts or hand-folding, will affect the costs – all need to be considered.
You may think there are only a few basic types of folds: gate folds, roll folds, and accordion folds. But, truth be told, there are many variations within these general types, and even more beyond that. One of my favorite places to get inspiration is a weekly video blog from foldfactory.com. It’s called the 60 Second Super-cool Fold of the Week where host Trish Witkowski shows unique and different folds used on different print pieces she receives from all over the US.
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