Creative & Copywriting: 5 Cost-Cutting Danger Zones

With a full-page gatefold, the flap completely covers what’s inside. Static electricity holds the page flat against its other half. Guess what? Nobody notices the gatefold.

In addition, opening a gatefold is actually inconvenient. At three pages wide, it’s cumbersome. Readers must fold it in again before turning the page. I’ve watched studies where readers tear off the offending flap and throw it out. It becomes invisible to the reader. You end up hiding product in what you thought was prime space.