A flyer ( leaflet ) is one of the most popular print products—produced in either small or large quantities—designed to convey information or serve advertising and promotional purposes. It is used to quickly communicate a concise message and capture the recipient’s attention.
Structure and types:
- Single-sheet (flat) flyers: Printed on one or both sides of a single, unfolded sheet.
- Folded flyers: Feature one or more folds, allowing the content to be divided into sections. The most popular folding types are:
- Half-fold (into 2): A single fold creating 4 pages.
- C-fold: Three panels (6 pages); common for menus or information brochures.
- Z-fold (Accordion fold): Alternating folds.
Standard formats:
- A6 (105 × 148 mm): A handy, popular pocket-sized format.
- A5 (148 × 210 mm): A classic format offering optimal space for content and graphics.
- A4 (210 × 297 mm): A larger surface area, often used for information leaflets or price lists.
- DL (99 × 210 mm): A narrow, elegant leaflet, ideal for envelope mailing or display stands.
Technical specifications and finishing:
| Parameter | Standard options |
|---|---|
| Paper weight | 135 g/m² – 170 g/m² (mass-market leaflets), 250 g/m² – 350 g/m² (premium/stiff leaflets) |
| Paper type | Glossy coated (vivid colors) or matte coated (no light reflections) |
| Printing technology | Digital (low print runs, fast turnaround) or Offset (high print runs, low unit cost) |
| Finishes | Matte/gloss/soft-touch lamination, spot UV varnish, gold/silver foiling (hot stamping) |
Key design elements:
- Catchy headline: The first thing the recipient sees—it must immediately communicate a benefit.
- Clear Call to Action (CTA): A distinct prompt, e.g., “Call now,” “Visit our website,” “Get a 10% discount.”
- Contact details: Address, phone number, website, and a QR code for easy access to the site.
- Clear layout: Use of contrast, bullet points, and high-quality graphics to avoid text overload.