I considered various examples of folding media from MAD to Playboy, but in the end settled on this humble carry-out menu. What interested me is that it's not divided evenly: the sheet is 11" by 17", and it's folded into three 11" by 4" panels and one 11" by 1" strip. When the menu is folded and you turn over the first "page," that additional strip sticks vertically out of the center, as seen above. The natural response is to grasp it and pull, which opens up the next panel. Whether this was deliberate or not, it's very intuitive. It actually makes the menu easier to handle than if it were divided into three even panels. And while the extra strip may seem disruptive to the overall shape, this is mitigated by visually separating it from the rest of the menu, as it consists almost entirely of one-inch-wide coupons. It looks like a sidebar, something related but separate from the whole.
I agree that the strip is disrupting but when the flier is opened completely it seems to fit in. That's an interesting fold design.
ReplyDelete