Brochure & Product Catalogue Design

Short answer: A good brochure or product catalogue has one specific goal, a clear reading order and photographs that sell. The designer starts from what the reader should do at the end, chooses the format (bi-fold, tri-fold or multi-page catalogue), and only then builds the grid, typography and paper around it. At Poua Design we applied exactly this to the tri-fold for the 2 Bakers bakery in Thiva and the bi-fold leaflet for Cultural Travellers.

Why print still works

In the age of social media a printed piece can feel old-fashioned. In practice a brochure stays on the customer’s table, goes into the bag with the order and reaches people who will never find you on Instagram. For a shop, a workshop or a service business, it is the cheapest salesperson you have — and it works while you’re not there.

But print has to be consistent with the rest of your image. That’s why we always design it on top of the corporate identity: same colours, same typefaces, same tone of voice.

Bi-fold, tri-fold or catalogue: how to choose

Format isn’t a matter of taste, it’s a matter of content. A bi-fold gives four sides and suits programmes, menus and short presentations. A tri-fold gives six sides with a natural reading order, and is the most common choice for businesses presenting services or a small range of products. A multi-page catalogue is for when you have dozens of products and the customer wants to compare, find codes and order.

A practical rule: if your content fits one sentence per panel, keep the tri-fold. If you need tables and prices, go to a catalogue.

The structure that keeps the reader

Every panel has one job. The cover must answer, in two seconds, “what is this and why does it concern me?” The inside panels organise products or services into groups, with headings that can be read without the body text. The back closes with contact details, address, opening hours and, where useful, a QR code to the website or e-shop.

In the bakery’s tri-fold the logic was simple: the product image leads, the text accompanies. For something people eat, the photograph does most of the persuading, so we give it room and let it breathe.

Photography, typography and paper

Three choices make the difference between a leaflet that gets thrown away and one that gets kept. First, photographs at print resolution — not images pulled from social media. Second, two typefaces at most, with a clear hierarchy of headings, subheadings and body. Third, a paper and finish that suit the product: matte or semi-matte for a warm, handmade feel; gloss when the colour of the photograph is the point.

How production is organised matters too. On our print production and supervision page we explain how we check the proof before the full run is printed, and in the article on cheese and dairy packaging you can see how the same system extends from the label to the printed leaflet.

How we work on a brochure or catalogue

We start with a conversation about the goal and the audience. Then we define the format and pagination, set up the grid and show a first proposal with real content, not empty boxes. Corrections follow, then a final check of texts and prices, and preparation of the files for the printer. If needed, we also take on the production.

A brochure isn’t decoration. It’s the shortest sales script you have, written on paper.

Frequently asked questions

How many pages should a product catalogue have?

It depends on the number of products and how it will be used. A catalogue for sales reps or orders usually needs many pages on a fixed grid, while a presentation brochure works best at 4 to 8 pages. The right size comes from deciding first what you want the reader to do at the end: order, visit, call.

What’s the difference between a tri-fold and a bi-fold?

A bi-fold folds in the middle and gives four sides, suited to a programme, a menu or a short presentation. A tri-fold folds in three and gives six sides, so it holds more information with a clear reading order: cover, inside panels, back with contact details.

What materials should I give the designer before we start?

Your logo in vector format if you have one, product photographs in good resolution, the texts or at least the headings, prices or codes if it’s a catalogue, and examples of print pieces you like. If something is missing we fill it in together, from organising the photo shoot to writing the copy.

How long does it take from design to printed brochure?

For a tri-fold or bi-fold, usually 2 to 3 weeks for design and corrections, plus a few working days for printing. A catalogue with many products takes longer, mostly for collecting and organising the material.

Do you handle the printing as well?

Yes. We coordinate production with the printer, recommend paper, weight and finish, and check the proof before the whole run is printed, so colours and fold lines come out as designed.

Want a brochure or catalogue for your business?

Tell us what products or services you have and where the piece will be distributed. Contact us or see all Poua Design services. See also our projects, such as Tyrakeion, and the guide to business cards.