Flyer, leaflet or brochure?

They’re all common forms of printed marketing, but choosing between them isn’t always straightforward.

The good news is that there isn’t one universally “best” option. The right choice depends mainly on how much you need to say, where the print will be used and what you want the reader to do.

When should you use a flyer?

A flyer is generally about getting a message across quickly.

They’re ideal for promotions, events, launches, special offers and straightforward marketing messages where you want someone to understand the main point almost immediately.

Think:

Here’s who we are. Here’s what we’re offering. Here’s why you should care. Here’s what to do next.

A flyer works particularly well when you’re distributing large quantities or targeting people who may only give your marketing a few seconds of attention.

When is a leaflet better?

A leaflet gives you a little more room.

If your customer needs more information before making a decision, a leaflet can be a better option.

For example, a local service business might use a leaflet to explain its services, areas covered, contact details and a special introductory offer.

The extra space allows you to answer questions without making the design feel cramped.

And what about a brochure?

Brochures are useful when you have significantly more information to communicate.

They can work particularly well for businesses with multiple products or services, property companies, professional services, manufacturers, hospitality businesses and companies attending exhibitions or sales meetings.

A brochure can tell a story.

You can introduce your business, explain what you offer, showcase products, provide specifications and finish with a clear call to action.

So which should you choose?

A useful way to think about it is:

Flyer: “Here’s the important thing you need to know.”

Leaflet: “Here’s some useful information about what we do.”

Brochure: “Let us show you the bigger picture.”

Of course, there are no hard rules.

A beautifully designed flyer can contain plenty of information, and a simple brochure might only contain a few pages.

Don’t start with the format

One of the easiest mistakes is deciding you want an A5 flyer before you’ve worked out what the piece actually needs to communicate.

Start with the message.

Who is reading it? What do they need to know? How much information do they need? Where will they see it? Will they keep it?

Once you know that, the right format becomes much easier to choose.

And that’s where a good printer can help.

You don’t have to arrive knowing whether your idea should be a flyer, leaflet or brochure. Tell us what you’re trying to achieve and we’ll help you choose the format, size, paper and finishing that make the most sense for you.