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

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

In this article we’ll look at the characteristics that define the triptych , what its parts and functions are and how they’re done. But first, let’s start with the basics.

What is a triptych?

As we have seen, a trifold 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 couple of pleats, that is, a couple of points where the paper is folded) and printed on both sides.

Normally, pleats follow a vertical axis, perpendicular to the direction of the text lines . Thus, each part of the triptych between the pleats forms separate columns of paragraphs from those on the other side of the fold.

As trifolds have in fact 6 faces as they are folded in 3 parts, they can contain a lot of information , which goes beyond the logic of attracting the attention of potential clients (which is the fundamental objective of many conventional advertising pieces) and contributes to the potential client being actively involved in reading the text and examining the images that accompany the written part.

Types of leaflets

This is a summary of the types of triptychs 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 normally obtained in reception rooms of entities that have some relationship or affinity with the entity that commissions the production of the triptych, given that it is understood that those who frequent these spaces are especially likely to be interested in what the brochure talks about. This will be the triptych format on which we will focus more.

2. Propaganda leaflet

This is less common than advertising, but its objective is similar: it also tries to convince. However, what we want to convince is not the purchase of a product or service, but the adoption of a more or less general ideological system .

For example, such a leaflet may try to convince people of the need to put pressure on the government for more funding for public health, or it may make the case for anarchism in general.

3. Information leaflet

In this case the persuasive component of the triptych loses importance, and the need to inform the readers of something gains importance . However, normally in this document too, an attempt is made to persuade, even if it is by offering an embellished image of the entity that commissions its production or of which the text speaks.

These types of services are usually within the facilities of a site 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 is only the material support on which a work of art is made .

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

Parts that make it up

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 very different from those that make up the basic structure of most texts in fiction and non-fiction, but in this case they take on certain nuances, given that they are applied to material that normally belongs to the world of marketing which, although it contains a lot of text, still relies a lot on the image to please and attract attention.

Thus, the parts of the triptych are as follows.

1. Cover

The cover is the main visual element used in the design of the triptych to attract attention . Marketing and design specialists know that a large part of the persuasive power of this brochure will depend solely and exclusively on the quality of this first component of the trifold, and that is why they take great care with its details.

The cover should be perceived as a unique piece and easy to understand in its graphic and textual parts, so that it does not take much effort to know in a few seconds what kind of content is in the brochure. The success of this will depend on whether more or less people start reading.

2. Introduction

The introduction is located on the back of the cover, and like this one, it is also intended to arouse the interest of the readers; however, here the tool is the text, and not so much the image (although it can also be present).

A writing style is often used that is appealing, and not just correct or informative . In this way, it helps potential clients or consumers to enter into the mindset of those who are going to spend at least a little time reading what the triptych contains, going one step further than what is achieved on the front page.

3. Development

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

4. Contact details

Normally, in the final part of the triptych (located in the part of the brochure that is furthest from the cover) the contact details are added and, many times, a “call to action” encouraging readers to contact the promoted entity or to buy its services and/or products.

In the case of the triptychs of a more propagandistic than advertising nature, a small text is also usually added as a conclusion , recapitulating the content seen up to that moment and offering a more simplified vision of the ideological position to be taken on a certain subject of public interest.

Bibliographic references:

  • The triptych: what it is, what it is for and what its advantages are. Print Brochures and Posters. At: http://imprimirfolletosyposters.es.
  • Landa, R. (2018). Design in advertising. Generating creative ideas. Madrid: Grupo Anaya.
  • Lupton, E. (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). Marketing Management. Madrid: Grupo Anaya Publicaciones Generales.
  • Poulin, R. (2018). Fundamentals of graphic design. The 26 principles that every designer should know. Barcelona: Promopress.