Looking for that next step up in your product, service, or company brochure? Consider a gatefold. This is one of those design elements that seems fancy but is actually quite practical. Here’s what a gatefold is, why it works, and when you should consider using it.
What’s a Gatefold?
A gatefold is a piece that folds in on itself like a set of doors. When closed, the two panels are folded in, and you see a front cover. Open the two panels to reveal the interior content. Think of it as opening a book. The reader opens the doors, and a world of wonder appears. The reveal creates a genuine moment of discovery.
Print marketing succeeds by capturing attention and encouraging interaction. Gatefolds do both at once. When someone opens those panels, you’re not just showing information. You’re creating an experience.
Let’s Look at Some Practical Examples
Restaurant or Catering Company: Have a great menu? Show it off! When using a gatefold, the brochure becomes the menu experience. The front panel looks like a menu cover with your restaurant name. Open it like you’re opening a menu, and now you’re staring at premium dishes with mouth-watering photography. The inside panels showcase signature items with descriptions and pricing. When someone opens that printed piece, they’re literally experiencing the act of dining at your restaurant.
Real Estate Agent: A gatefold brochure is the perfect showcase for a commercial property. The front panel shows the building’s exterior and the street view. Open the gatefold like you’re walking through the front doors, and suddenly you’re staring at a stunning lobby photo. Inside panels reveal additional spaces, floor plans, and listing details. The reveal puts prospects inside the building.
Event Promotion: A venue or event organizer creates a gatefold design where the front shows the venue’s exterior. Open it like you’re entering the building, and now you’re staring at the stage from the audience’s perspective. The inside panels show event details, dates, pricing, and call-to-action. The reveal immerses people in the experience.
The Bottom Line
Gatefolds may cost a little more, but people remember them. In a world drowning in generic brochures and direct mailers, gatefold designs command attention and create conversation. When customers physically open those panels and discover what’s inside, you’ve created a true experience. That’s when print becomes unforgettable.