Whether it’s a poster, brochure, business card, envelope, or label first determine the size. In doing so, consider its function. You can get more creative and daring with the other aspects of the piece later. Sometimes size can seem arbitrary in small-format because the differences appear very subtle. Below are a few questions to get started on your decision.
› Does it need to mail? If so, is there a parcel budget?
› Does it need to be enclosed or will it enclose something else?
› Are you going for impact or intimacy? In what type of setting will the piece be handled?
› Could the piece be multiple pages to pace content and increase audience focus? If so, how many pages will work best with the estimated amount of content? Remember, negative space is your friend. Account for “breathing” room.
› Will it be easy to use, hold, disassemble, open and interact with by the reader?
› What is the typical size of other pieces like it out in the world? For example, if it’s a business card, does it fit in a standard wallet? If it’s a notebook, is it less than a letter size piece of paper?
› Does it have to be rectangular or could it be square-shaped or another atypical shape?