The Fold That Sells: Creating Brochures That Convert
- Laura Kuhn
- Jul 18
- 3 min read
A brochure isn’t just a folded piece of paper—it’s a mini storefront, a pocket-sized sales pitch, and a storytelling tool that goes wherever your customer goes.
And when designed right? It converts.
At Midnight Boheme, we’ve designed brochures for everything from historic plantations to boutique hotels, burlesque shows to bourbon tastings. What do they all have in common? They don’t just look good—they work.
Here’s how to create a brochure that doesn’t just inform—but sells.
📐 1. Choose the Right Fold for the Message
Your fold format sets the tone. It’s not just about aesthetics—it’s about flow.
Popular fold styles:
Tri-fold: Classic, easy to display, great for step-by-step info
Z-fold: Dynamic and modern, good for storytelling or timelines
Gate fold: Elegant and dramatic—perfect for reveals and high-impact visuals
Accordion fold: Unfolds like a journey, ideal for tours or layered content
Half-fold/booklet: More spacious, often used for menus or programs
📂 The fold isn’t just a layout—it’s a narrative device.
🎯 2. Start with the Goal, Not the Graphic
Before you open InDesign, ask: “What do I want this brochure to do?”
Book a tour?
Sell a service?
Promote a product line?
Drive traffic to a website?
Every design decision should ladder back to that one conversion goal. The clearer the purpose, the more powerful the brochure.
🖋 3. Guide the Eye with Strategic Layout
Brochures that convert don’t overwhelm—they lead. They guide the reader from curiosity to clarity to action.
Use:
Bold headlines to hook interest
Hierarchical text that’s skimmable
Imagery that reinforces your offer
Ample white space for breathing room
Visual anchors like icons, arrows, or maps
🧭 Think of your layout as a guided tour—each panel a step closer to the sale.
🖼 4. Make It Visual, Not Verbose
Nobody reads a brochure novel. Design with attention spans in mind.
Tips for scannability:
Use short paragraphs or bullet points
Incorporate infographics or stats
Use lifestyle photos, not just product shots
Include bold pull quotes or testimonials
Let your call to action pop
📣 You’re not just sharing info—you’re crafting a visual pitch.
✨ 5. Add a Dash of Drama (aka Design Flair)
Your brochure should feel like your brand.
Ideas that impress:
Embossed or foil elements
Full-bleed photography or custom illustrations
Textured paper stock for tactile richness
Die-cut shapes or unique folds
Spot gloss for highlighting key areas
Brochures should be as delightful to hold as they are to read.
🖋 6. End with a Strong Call to Action
This is crucial. Don’t just say “thanks for reading”—tell them what to do next.
Book your tour online
Call to reserve
Scan the QR code for a special offer
Follow us on Instagram
Visit the boutique today
Make it:✔️ Visible✔️ Simple✔️ Urgent
🏁 A brochure that doesn’t end in action is just a folded flyer.
🌙 Midnight Boheme: Beautiful Brochures with Purpose
From storytelling layouts and elegant typography to folds that feel like a reveal, we craft brochures designed to convert—not collect dust.
Let us help you create a folded masterpiece that:
Educates
Excites
Converts
Because when form meets function, you sell more.
Midnight Boheme🎨 Brochure & Print Design | New Orleans, LA
The fold. The flair. The finish. Designed to impress.