Order of information changes with the folding style. For example, on a gate fold brochure, having the critical message on the right panel that folds in may work very well for you. On the other hand, on a roll fold, people tend to roll the brochure open right away, so if your critical message is on the first panel when opened, it may get missed. Make a mock-up and pass it around. Watch how people open and read your piece to ensure your marketing message is being communicated properly.
For more helpful direct mail tips like this, you can listen to PaperSpecs' recent Webinar “Direct Mail Dynamics,” which is presented by Trish Witkowski of FoldFactory.com and sponsored by Neenah Paper.
For more folding ideas, tools and resources, visit foldfactory.com.