5 Ways Folded Posters Tell a Bigger Brand Story
Folded posters for marketing? Don’t knock it ‘til you’ve tried it – and seen the results. With Accordion-into-Gate Posters, a whole lot of real estate equals a whole lot of impact.
If your goal is to attract attention and drive business (and whose isn’t, really?), your print marketing needs to stand out. Simple as that. With a folded poster format, the Accordion-into-Gate is perfect for brand storytelling, showcasing products and creating a memorable “unboxing” experience. Bigger is better definitely applies.
Key Takeaways
- Accordion-into-Gate Posters combine a brochure and poster in one to create a more interactive, attention-grabbing print experience.
- Each fold helps guide readers through your message, from storytelling and product showcases to lookbooks, maps and event details.
- Thoughtful fold-by-fold design is key, from keeping important details away from creases to building anticipation toward the final reveal.
The Accordion-into-Gate, Explained
Equal parts poster and brochure, the Accordion-into-Gate Poster is part of our exclusive Designer Folds collection. With exciting and unexpected formats, these specialty folds take marketing brochures, event announcements and storytelling to a seriously standout level.
“With a unique, tangible piece of print marketing, you immediately engage your audience with a hands-on experience,” said Smartpress Marketing Director Lisa Middleton. “You’ve not only stopped the metaphorical scroll, you’ve literally captured their attention for minutes rather than seconds.”
The Accordion-into-Gate features a long gate fold that unfolds to a tall accordion poster. Customizable by paper stock and double-sided printing, these folded posters can even be personalized with variable data that’s tailored to your audience.
Take a peek at how to reveal your message with Designer Folds.
5 Ways to Use Folded Posters
From brand promotion and product details to safety information and tourism specifics, foldable posters like the Accordion-into-Gate are versatile enough to suit many messages. They’re perfect for storytelling, creating an unboxing experience, breaking down complex info easily, presenting mini lookbooks and revealing a showstopping final poster that seals the deal.
#1 Tell a Story, Step by Step
The Accordion-into-Gate folded poster brochure naturally guides readers through your message one panel at a time. Use it to build curiosity, showcase a transformation, explain a process or lead customers from problem to solution before landing on a strong final CTA.
“Ideally, when your gate fold is folded, the end user should be able to discern what it is and still feel compelled to unfold it,” said Smartpress Graphic Designer Jeff Barr. “The inner panels seen during the unfolding process can then dive into further details, showcasing products or relevant points of interest.”
#2 Create an Unboxing Like No Other
A folding poster turns marketing into an experience. With every panel, the Accordion-into-Gate reveals a little more of the story before opening into a bold final reveal, making your custom brochure feel more interactive, memorable and fun to engage with.
“Designer Folds create a unique unboxing experience without the box,” said Middleton. “Each fold reveals more of the message or story, leading to a big reveal moment that kind of gamifies brand marketing. And when you add an insert like tickets or a business card, the payoff is substantial.”
“Create a unique unboxing experience without the box.”
#3 Break Down Complex Information
A custom poster format like the Accordion-into-Gate makes complex information easier and more engaging to absorb. Use each panel to guide readers through what something is, how it works, why it matters and what to do next, all without overwhelming them at once.
Whether it’s a product story, service explanation or event invitation, this format gives your content room to breathe. Everyone’s already doing the standard tri-fold brochure, “so stand out from your competition with a unique piece of print that showcases your content in a way they’ve never experienced before,” said Middleton.
Get our guide to why print marketing matters for your business.
#4 Show Off What You Do Best
A poster brochure is also a creative way to showcase your best work without cramming everything onto a single page – think of it like a mini lookbook or portfolio. Use each panel to feature a project, campaign or collection before revealing a bold final spread with your CTA, contact info or standout visual.
Accordion-into-Gates are designed to leave an impression long after the first look: “Designer Folds are too cool to not stay out on a desk or table for a while,” said Middleton. “That means your brand remains top of mind far longer than other marketing assets. And who doesn’t want that?”
#5 End with a Big Reveal
The accordion poster format builds anticipation with every fold before opening into a dramatic final spread. It’s the perfect place for maps, schedules, panoramic imagery, campus overviews, development plans or any visual that deserves extra room to shine.
“The big finale is when it’s entirely unfolded,” said Barr. “You can showcase pretty much anything: a large spread of information, captivating photography or graphics, maps, a yearly calendar… Designers, eat your heart out.”
Design Tips for Accordion-into-Gate Posters
Before you design your foldable poster and print online with Smartpress, take a look at a few design tips from Barr:
- Think in three experiences: Design for the cover, the unfolding moment and the final reveal.
- Design for every fold state: The closed, partially opened and fully unfolded views should all feel connected.
- Use the folds as a layout guide: Let the panel structure organize your content naturally.
- Make each view work on its own: Readers should be able to understand the piece without fully unfolding it.
- Keep key details away from folds: Small text, map landmarks and intricate graphics can get lost.
- Avoid placing copy across fold lines: Use spacing and section breaks to improve readability.
- Add a QR code. Drive readers to videos, landing pages or bonus content for deeper engagement.
- Build toward a big finish. Use each panel to create anticipation for the final poster spread.
“Never underestimate the power and longevity of unique print marketing.”
Print Engaging Folded Posters with Smartpress
Accordion-into-Gate Posters combine the impact of a large format poster with the structure of a brochure, creating an engaging hands-on experience. Whether you’re showcasing products, explaining services or promoting an event, this specialty fold (and Smartpress’ online printing services) helps your message stand out – and stick around.
“The more unusual the print asset, the more likely people will hang onto it and show their friends and colleagues,” said Middleton. “We hear from our clients all the time about how print is driving impressive results for their businesses. Never underestimate the power and longevity of unique print marketing.”
