Design theory: An impact-rich serrated leaflet

A folding leaflet with a rectangular tooth shape is attractive and interesting.

This jagged leaflet is one of our favorite typography formats because you just need a little change to be different, even when you're using a desktop printer. Put a standard 8.5x14 (inch) paper (equivalent to 216x356 mm) horizontally, and cut the top angle to one side, then fold the organ into four folds. By adding color to the jagged area, you can design an impact-rich leaflet that fits all the themes. Let's take a closer look at:

Cover:

The cover is where we can clearly show the jagged style. The triangular sawtooth above has a visual sense of motion and movement that you must bear in mind at design time.

Subtle changes:

Above, the upper region uses two-color and monochrome to soften the triangle's corner sense, reducing the intrinsic characteristics of the jagged shape itself. and multi-color layout design, using a monochrome collocation (in orange to add different portions of black) so that the layout formed a sense of hierarchy, but also to guide the transition from front to back.

Inner page:

In the inner page, there are two different color blocks above, which dominate the two themes below. Transplant the color and shape of the cover, and notice the guides in the following illustration:

Click on the image to see the big picture

Insert the color and shape of the cover into the inner page: in the above layout, the circle and the triangle present a geometric contrast relationship. The key here is to stay consistent. Notice the top four plates-the same angle of observation, the same size, no other background. If you break this consistency, it will create a mess of chicken feathers.

Use non-liner body (bold) font

Concise font with concise theme

Triangles and circles form a clear and concise layout, so you also need a simple font to match, we suggest (of course, not absolute) use of Franklin, in this case, we use the Gothic font, why this font is concise? We can find the answer from the W above. The W of the Franklin Gothic font is made up of straight lines and the line widths are the same, without any decorative elements. To compare the observation, we can look at the next Adobe Garamond font, this font is undoubtedly a very beautiful font, but too complex, crossed lines, complex lining, line width is not the same, there are many carefully carving details, lining line and line between the arc corner position, All constitute a complex visual relationship.

Above all the text is used Franklin Gothic font, the title use bold black, the body using Roman, the title text than the bottom of the text to be larger than 2 PT, and two groups of dishes between the name of a line. For menus, the price is better than a single piece of text, which makes people more focused on the characteristics of the dishes rather than the price.

Outer page:

When unfolded, this leaflet covers the cover, back page and the middle two-fold content. Although they are another new element, consistency remains.

Click on the image to see the big picture

To design with the eyes:

Design is done through the eyes, not all the so-called dogmas. In order to maintain visual consistency, sometimes we need to make some minor adjustments. For example, in the outer page of the picture, and did not use the picture of the plate, and the use of a dessert picture, but this dessert, its placement angle is still consistent with the noodles angle. And the picture of the Cup also appears taller. As we said on the inner page, the height and size of the four plates should be the same, because the four plates on the inner page are very similar in shape. But we must be taller in this cup, because it is high and thin, we say consistent, that is, "visual weight" consistent, only the height of the cup to pull a bit higher, its "visual weight" to be consistent with the inside of the plate, this time, believe that their eyes than to believe that the ruler is more important. But the style of font and color collocation, we have not changed.

Cover:

The back cover is often an area that provides a lot of important information, such as business hours, addresses, and other contact information.

As with the cover, the back page is still a picture-led layout design. In this case, the picture will be placed on the upper and lower sections to form a high contrast visual effect. And that lively sign crosses the "fence", prompting the two regions to better combine. In the figure below, the text and typography still fit the style of the above menu. The title purple comes from the picture.

There is another change in the back cover (see above), we "extend" the picture, the bottom of the picture is filled with a dark area below (color from the dark area below the picture), this effect makes to two areas seamless joins, also presents another design style.

Same template, different layout:

This zigzag layout can have a lot of flexible use, such as the bottom of the promotional mail leaflet on the use of three-fold picture to produce beautiful results. The area of the upper jagged area is monochrome, presenting a low level of sense.

This is a direct mail advertisement about the park, which must immediately attract the attention of other people when it comes to mailing leaflets. In the picture above, the image assumes the most important role, note after the text there are looming pictures. The bottom of the small figure is another design style, and the first contrast can be said to be just the opposite, because it is a major text rather than a picture as a guide to the design (although the picture is still visual focus). Note that the design of these two leaflets has one thing in common: the two folds will be treated as one element. Both of the design is OK, the design has never been a road from ancient Huashan.

A font, different style:

We use a series of fonts (the same font, but including Roman, bold, bold, italic, etc.) to deal with the design of a layout, in this design, we used three kinds: Roman, bold, coarse black body. The same font but different styles can easily form a simple and harmonious effect.

Instead of using a different font, use a font, as long as you change the style can be simple and attractive. We used the ITC Goudy sans font on top of all the text from the title to the small text. The whole gives a sense of elegance and comfort, especially when it comes to the promotion of such donations.

Template:

Size: 14x8.5 (Inch)

Size after folding: 3.5x8.5 (inches)

Layout specific details of the settings, can be roughly based on the figure shown above can be set. The upper cut angle is moderate and there is enough space to display the caption, but don't tilt it too. The safe way is after the design of their own picture of the grass to fold a look at the effect.