INTRODUCTION
You’ve designed a beautiful trifold brochure.
Nice colours.
Professional logo.
Plenty of information.
But here’s the twist
If you don’t understand how people actually read a trifold brochure, your message may never be seen in the right order.
The #1 mistake?
Designing it like a flat flyer instead of a guided journey.
And if your competitor structures theirs better, they control the customer’s attention and win more enquiries.
Let’s break down exactly how people read a trifold brochure.
What Is the Reading Order of a Trifold Brochure?
A trifold brochure is folded like a letter one panel folds inward.
That fold determines the reading journey.
Step-by-Step Reading Order
When fully folded:
1️⃣ Front Cover (Right Panel)
This is seen first. It must grab attention.
2️⃣ Inside Left Panel
When opened, this panel introduces the topic.
3️⃣ Inside Centre Panel
Main details or key services.
4️⃣ Inside Right Panel
Supporting information, proof, testimonials.
5️⃣ Inside Flap Panel
Extra details, FAQs, secondary offers.
6️⃣ Back Cover
Contact details and call to action.
Why This Reading Flow Matters
People don’t read brochures randomly.
They scan first then commit.
A trifold uses sequential curiosity:
- The fold creates anticipation.
- The front panel builds interest.
- Opening it increases engagement.
This taps into:
- Curiosity bias – People naturally want to see what’s inside.
- Familiarity bias – The letter-style fold feels structured and professional.
- Loss aversion – Offers inside encourage action.
What most business owners don’t realise is
The fold itself is a marketing tool.
What Should Go on Each Panel?
Here’s a proven structure using AIDA:
Panel 1 – Front Cover
- Clear headline
- Main benefit
- Strong image
- Logo
This panel answers one question:
“Why should I open this?”
Panel 2 – Introduction
- Brief overview of your business
- The problem you solve
Keep it short and compelling.
Panel 3 & 4 – Core Information
- Services or products
- Benefits (not just features)
- Testimonials or proof
Use bullet points. Avoid heavy paragraphs.
Panel 5 – Extra Value
- FAQs
- Guarantees
- Limited-time offers
This strengthens trust.
Panel 6 – Back Cover
- Contact details
- QR code
- Social media
- Strong CTA
Example:
“Call today for a free consultation.”
Without a CTA, the brochure becomes decoration.
5 Common Mistakes That Ruin Brochure Flow
- Putting contact details on the front panel
- Overcrowding the inside panels
- No clear headline on the cover
- Random layout with no logical flow
- Tiny fonts that are hard to read
Remember:
People read in a pattern.
If you break that pattern, you lose attention.
And attention is currency in marketing.
How to Design for Natural Reading Behaviour
Here’s how to align with human behaviour:
✔ Keep headlines large and bold
✔ Use clear section breaks
✔ Guide the eye top-to-bottom
✔ Leave white space
✔ Use arrows or visual cues subtly
Think of your brochure like a conversation:
- Introduce yourself
- Explain the problem
- Offer the solution
- Prove it works
- Tell them what to do next
Simple. Structured. Strategic.
Real-World Example
Imagine two estate agents:
Agent A: Random property info scattered across panels.
Agent B: Structured journey “Thinking of Selling?” → Process → Testimonials → Call Us Today.
Which one feels more trustworthy?
Exactly.
Structure builds authority.
Authority builds trust.
Trust builds conversions.
Final Thoughts, Control the Journey, Control the Outcome
Before:
Customers skim, get confused, and bin the brochure.
After:
Customers follow a clear path from curiosity to action.
How people read a trifold brochure isn’t random it’s sequential and predictable.
And if you design it correctly, you control that journey.
👉 Ready to create brochures that guide readers perfectly?
Contact Social Media Max today.
Don’t wait your competitors won’t.