{"id":4337,"date":"2021-10-25T14:25:11","date_gmt":"2021-10-25T19:25:11","guid":{"rendered":"https:\/\/smartpress.com\/blog\/?p=4337"},"modified":"2025-07-30T08:54:12","modified_gmt":"2025-07-30T13:54:12","slug":"the-shape-of-success-an-accordion-fold-comes-full-circle","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/on-press\/the-shape-of-success-an-accordion-fold-comes-full-circle","title":{"rendered":"The Shape of Success: An Accordion Fold Comes Full Circle"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>How\u2019s your print marketing strategy shaping up? Is it all sharp lines and rectangles? Think outside that traditional box with the Circular Accordion. An accordion fold with a round design, it gives your creative assets unexpected visual impact, whether they\u2019re product pamphlets, service brochures or custom invitations. We chatted with Foldfactory founder Trish Witkowski about why it\u2019ll have you running circles around your competition.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">This unique format features five round, connected panels that unfold like an accordion. <a href=\"#circle-gets-the-square\">It\u2019s a striking and unexpected way to deliver messages, with a linear storytelling experience<\/a> ideal for progressive content like timelines, product reveals or multi-step instructions).<\/span><\/li> <li><span data-sheets-root=\"1\"><a href=\"#q-&amp;-a\">Design tips include pairing it with a custom 6\u201d x 6\u201d envelope,<\/a> adding personalized data to elevate its impact and treating the front and back as seperate spreads to increase your brand&#8217;s creative possibilities.<br \/> <\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2021\/10\/circular-accordion_animate_blog_2.gif\" alt=\"A circular mailer with five panels in an accordion fold.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">CIRCULAR ACCORDION: 80# COATED MATTE WHITE COVER WITH SOFT TOUCH LAMINATE ON BOTH SIDES, 26 X 5.5&#8243; UNFOLDED<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"circle-gets-the-square\">Circle Gets the Square on This Accordion Fold<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>No matter how you design it, the <a href=\"https:\/\/smartpress.com\/offering\/circular-accordion\">Circular Accordion<\/a> is a unique format you\u2019ll want to focus on. A designer product from Foldfactory, this accordion fold engages and excites with a zigzag accordion fold of five connected circles. Ideal for product promos, invitation printing, even personalized holiday cards, you can customize yours with double-sided printing to double your real estate.<\/p> <p>&nbsp;<\/p> <p>So what do you put on all these circular panels? With <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">black and full-color printing<\/a> options, you get to play with imagery and content that suits your situation:<\/p> <ul> <li>Reveal a different product or service on each panel.<\/li> <li>Design a renovation timeline that spans both sides.<\/li> <li>Show progress toward your business metric goals.<\/li> <li>Display how-to info with one step on each panel.<\/li> <li>Provide event details and imagery.<\/li> <\/ul> <p>&nbsp;<\/p> <p>Part of our exclusive <a href=\"https:\/\/smartpress.com\/shop\/designer-folds\">Designer Folds<\/a> collection, Circular Accordions can be customized any which way you like, from <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a> and <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">weights<\/a> to <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a> and <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/variable-data-printing\">variable data<\/a>. Whatever your marketing or invitation needs, it\u2019s a fold you\u2019ll want to have a<em>round<\/em>.<\/p> <p>&nbsp;<\/p> <p><em><strong>Hint:<\/strong><\/em> Want another accordion fold? As a full-service online printing shop, we&#8217;ve got a different version for you right here: <a href=\"https:\/\/smartpress.com\/blog\/on-press\/multipurpose-marketing-do-it-all-with-an-accordion-fold-brochure\" target=\"_blank\" rel=\"noopener\">Multipurpose Marketing: Do It All with an Accordion Fold Brochure<\/a>.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2021\/10\/blog-0008_2021-10-SP-CA-Group-A.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=4aa715ceade636ab10967155c1f2c441\" alt=\"Three rows of custom circular mailers printed with Atwood Management on the front.\"   data-recalc-dims=\"1\" \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"q-&amp;-a\">Q&amp;A With Trish Witkowski<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Ready to design your own Circular Accordion? Before you choose your artwork, write your copy and lay it all out, check out our conversation with Trish Witkowski. As the founder of <a href=\"https:\/\/foldfactory.com\/\" target=\"_blank\" rel=\"noopener\">Foldfactory<\/a>, Witkowski\u2019s got all the tips and tricks for an accordion fold, from design ideas to mailing &#8211; she even offers a corresponding product you just have to fold into your next campaign.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>What do you like most about the Circular Accordion? What makes it so noteworthy?<\/strong><br \/> <em><strong>Trish Witkowski:<\/strong><\/em> \u201cAlmost everything we design in \u2018flat page\u2019 finishes into a square or rectangular shape. So the most refreshing thing about the Circular Accordion is that the panels are round, forming a perfect circle when closed and a five-link chain when open. You can design each panel individually or make a spread that visually connects the panels together. I also really like that the panel configuration is linear despite being a uniquely-shaped format, so it\u2019s easy to visualize and design for.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>Do you have ideas for how to use it and what type of content works best?<\/strong><br \/> \u201cThis is a great format for marketing collateral. I\u2019ve seen these work fabulously well for product announcements and as exciting add-ons to marketing kits. Circular Accordions make beautiful event invitations and holiday cards because circles are happy and light &#8211; the curves work well with logos, imagery and typography. The format makes a great impression, and with five panels, there\u2019s a lot of area to design on.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs pullQuote\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p>&#8220;C<span style=\"font-weight: 400;\">ircles are happy and light &#8211; the curves work well with logos, imagery and typography.&#8221;<\/span><\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><strong>What is it about the circular shape that gets people excited?<\/strong><br \/> \u201cA circular brochure is a total surprise. You really have to open it to see what\u2019s inside. Once you do, you realize it\u2019s an accordion, and who doesn\u2019t love an accordion fold? Subliminally, I think it feels a bit nostalgic, like when you were a child folding down a sheet of paper and cutting paper dolls or snowflakes, then opening it up to reveal the shape you made. There\u2019s a sense of surprise in the perimeter shape and reveal.\u201d<\/p> <p>&nbsp;<\/p> <p><strong>As a premium online printer, we offer two types of coatings for this designer fold. What do you think: to coat or not to coat?<\/strong><br \/> \u201cAh, the eternal question. The good news is, you can\u2019t go wrong with either scenario. UV coatings are great for protection, but if you\u2019re delivering the piece in an envelope, protection won\u2019t be an issue. UV coatings are also great for an edge-to-edge high gloss finish, which can add drama and also a bit of thickness to the sheet.<\/p> <p>&nbsp;<\/p> <p>\u201cSo, if you\u2019re on the fence, ask yourself what will be achieved if you use it (perceived value, quality, sensory enhancement). If these goals are in line with what you want to achieve, go for it!\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2021\/10\/circle_designer_fold_opened.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=d00b4e2555e7c7e205d4ad98cd6529be\" alt=\"Three accordion fold brochures with round panels in dark blue, maroon and white.\"   data-recalc-dims=\"1\" \/><\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>You mentioned mailing Circular Accordions. What envelope size works best?<\/strong><br \/> \u201cThe Circular Accordion fits perfectly into a 6\u201d x 6\u201d square envelope. Consider a colored envelope for added impact.\u201d<\/p> <p>&nbsp;<\/p> <p><em><strong>Hint:<\/strong><\/em> Circular Accordions must be in envelopes if they\u2019re to be mailed. Get the perfect 6\u201d x 6\u201d size via <a href=\"https:\/\/smartpress.com\/pages\/custom-quote\">Custom Quote<\/a>.<\/p> <p>&nbsp;<\/p> <p><strong>We offer one of the most convenient online printing services with Circular Accordions: variable data printing. How would you recommend someone use it?<\/strong><br \/> \u201cSince this format is digitally printed, you can personalize the message, name and imagery to make it truly relevant to the recipient. It\u2019s a powerful and cost-effective way to add engagement.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><em><strong>Hint:<\/strong> <\/em>Need more variable data ideas? We\u2019ve got you covered: <a href=\"\/blog\/features\/variable-data-printing-how-to-personalize-your-marketing\">Variable Data Printing: How to Personalize Your Marketing<\/a><\/p> <p>&nbsp;<\/p> <p><strong>What advice do you have for marketers, small business owners and creatives about designing the Circular Accordion for online printing?<\/strong><br \/> \u201cOne of the benefits of this format is that the front and the back sides are entirely different spreads. No art from side one crosses onto side two, so you can see the entire spread while you\u2019re designing, which is an advantage. The panels are also viewed in sequence, so you can place messages that build on each other from left to right and it will likely be read in the appropriate order.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2021\/10\/two-way-circular-gate.gif\" alt=\"Designer folds\"   \/><\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>If someone likes the look of the Circular Accordion, they\u2019ll love the <a href=\"https:\/\/smartpress.com\/offering\/two-way-circular-gate\">Two-Way Circular Gate<\/a>! Why is that a good optional product to consider?<\/strong><br \/> \u201cIf you\u2019re thinking about a circular shape as a design element, then it\u2019s a good idea to explore other circle-based formats like this one. Consider what you could do with one large circle, rather than five small ones. The Two-Way Circular Gate can hold light materials inside, which may tip the scales toward this format if you need more real estate or the option of an insert.<\/p> <p>&nbsp;<\/p> <p>\u201cOn the flipside, if both the Circular Accordion and the Two-Way Circular Gate offer too much real estate, consider the <a href=\"https:\/\/smartpress.com\/offering\/circle-locked-gate\">Circle Locked Gate<\/a> as a compact, circle-themed alternative.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>What do you like most about the Two-Way Circular Gate? Any design tips for it?<\/strong><br \/> \u201cWhat I love about the Two-Way Circular Gate is that it\u2019s a square that becomes a circle. That\u2019s totally unexpected and it can be dressed up and down. I\u2019ve seen it with elegant patterns and sophisticated typography. I\u2019ve also seen it designed as a huge golf ball, wrapping an invitation to a charity golf tournament.<\/p> <p>&nbsp;<\/p> <p>\u201cThere\u2019s a lot you can do with it but it\u2019s not as linear as the Circular Accordion. The short, curved panels are decorative and they don\u2019t hold a lot of type. Your message really needs to be on the interior spread or insert, whereas the Circular Accordion can leverage every panel to build on a message.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><em><strong>Hint:<\/strong><\/em> Consider adding a <a href=\"https:\/\/smartpress.com\/offering\/postcard-printing\">Postcard<\/a> or <a href=\"https:\/\/smartpress.com\/shop\/business-card-printing\">Business Card<\/a> as an insert for your Two-Way Circular Gate. Or take it up a notch by inserting a custom <a href=\"https:\/\/smartpress.com\/offering\/die-cut-magnets\">Die-Cut Magnet<\/a>!<\/p> <p>&nbsp;<\/p> <p>&nbsp;<\/p> <p><strong>FEATURED DESIGNS<br \/> <\/strong>Atwood Living Circle Accordion Design by <a href=\"https:\/\/presencemaker.com\/\" target=\"_blank\" rel=\"noopener\">PresenceMaker<\/a> for Atwood Management<br \/> First Draft Circle Accordion Design by <a href=\"https:\/\/catherinemadden.com\/\" target=\"_blank\" rel=\"noopener\">Catherine Madden<\/a><br \/> Tactica Circlular Accordion Design by Kiel West, <a href=\"https:\/\/tacticafashion.com\/\" target=\"_blank\" rel=\"noopener\">Tactica Defense Fashion<\/a><br \/> Two-Way Circular Gate Design by <a href=\"https:\/\/cassandrabryan.com\/\" target=\"_blank\" rel=\"noopener\">Cassandra Bryan Design LLC<\/a><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"How\u2019s your print marketing strategy shaping up? Is it all sharp lines and rectangles? Think outside that traditional box with the Circular Accordion. Its round design gives your creative assets unexpected visual impact, whether they\u2019re product pamphlets, service brochures or custom invitations. We chatted with Foldfactory founder Trish Witkowski about why it\u2019ll have you running circles around your competition.","protected":false},"author":8,"featured_media":4340,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[2],"tags":[],"class_list":["post-4337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-on-press"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Shape of Success: An Accordion Fold Comes Full Circle<\/title>\n<meta name=\"description\" content=\"Think outside the marketing box with the Circular Accordion fold. Its round design gives creative assets unexpected visual impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartpress.com\/blog\/on-press\/the-shape-of-success-an-accordion-fold-comes-full-circle\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Shape of Success: An Accordion Fold Comes Full Circle\" \/>\n<meta property=\"og:description\" content=\"Think outside the marketing box with the Circular Accordion fold. 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