Flyers play an integral role in marketing your business. They can be used to display a wealth of information about your business, products and services to the reader, all in a neat little package. A high-quality graphic design can convert the reader into a prospective lead!
However, it can be hard to decide which type of flyer you should use for your business. If you are looking for information on the uses and types of marketing flyers, you are in the right place. But first, let’s start with some basics.
Why are flyers important?
The primary purpose of a flyer is for promotion, used as a way to reach the masses. But, within that, there are many reasons a business would use marketing flyers:
- Build brand awareness
- Promote an event
- Opening a venue
- Promotional offers
- Promote a service or product
- Announcement
Flyers can be distributed at events such as exhibitions or trade shows. Or they can be handed out on the street or sent in the post via door drop services. They are a way of reaching potential customers and giving them something tangible about your business.
Even in the digital age, marketing flyers are still very much alive. Our inboxes are constantly flooded with emails about all sorts of products and services, it is so easy to overlook them. But getting a flyer through the letterbox isn’t as easy to ignore. Sure, many people throw them away, but they at least take a look first. That’s why it is important to make sure the design of your marketing flyer is top-notch. And for the eco-conscious, there are plenty of recycled printing options out there these days. I can help you with your flyer design & printing options – find out more here.
The advantages of marketing flyers
Cost-effective – marketing flyers are an extremely cost-effective method of building brand awareness.
Quick information – a well-designed flyer gives your potential customer the information right away. The message should be clear and succinct so that the reader understands it quickly and easily.
Build interest – using flyers to offer discounts or coupons is a great way to grab a potential customer’s attention and build interest.
Reach more people – there are many distribution methods you can employ. From door drop, giving them out at expos/trade shows or even just handing them out on the street. Regardless of how you do it, a marketing flyer helps your business reach more people.
Compliments digital – printed marketing flyers can work alongside digital marketing, reinforcing each others message and building brand awareness.
The main sizes for marketing flyers
It’s essential to choose your flyer size at the beginning. You’ll need to think about the amount of space available for artwork any copy. Whilst most printers don’t have problems printing custom sizes, the standard dimensions in the UK are below. The most common size for a standard flyer is A5.
| Paper | Size in mm | Size in cm | Size in inches |
| A4 | 210 x 297 | 21 x 29.7 | 8.3 x 11.7 |
| A5 | 148 x 210 | 14.8 x 21 | 5.8 x 8.3 |
| A6 | 105 x 148 | 10.5 x 14.8 | 4.1 x 5.8 |
| A7 | 74 x 105 | 7.4 x 10.5 | 2.9 x 4.1 |
Choosing the right size
When deciding what size flyer is best for you, it is vital to consider your objective. For a new business wanting to increase brand awareness, perhaps an A4 flyer would be best – it allows more space for copy and imagery. A flyer for an established business promoting a special offer would work fine on A6 or even A7. Promoting the launch of a new venue or restaurant would work well on A5 or A6.
These are just a few things to consider. But when you work with a professional graphic designer, they will advise you of what size would work best for your objective and work with you to get it right.
Different types of materials
In addition to the size of your flyer, another thing to consider is the stock it is printed on. Generally, flyers have a relatively short life. And as such, the stock paper used is often lower-quality (making it more affordable). This is fine for many purposes, and a good design can override the feel of lower-quality paper stock.
However, the quality of paper stock you use impacts how people see your brand. A flimsy flyer promoting a luxurious product doesn’t reflect the brand effectively. So, to project a better image for your brand, you can choose a higher-quality paper that has a better feel to it.
Paper thickness is measured in gsm (grain per square metre) – generally the higher the number the thicker the paper. Your bog-standard printer paper is usually around 80-90 gsm.
Stock types
Silk
- made from silk fibres
- portrays luxury
- has a subtle shine
- commonly used for flyers
Gloss
- has a shiny coating
- great for image-heavy/colourful designs
Kraft
- made from recycled paper
- rustic vibe
- eco-friendly
- good for eco-businesses or brands
Common flyer fold options
A flyer doesn’t have to be a standard sheet of paper – there are many fold options for flyers. Here are a few of the most common:
Single page
These are ideal for mass distribution along with being used as inserts for papers and magazines. They are mostly used to raise awareness of an event or sale etc.
- A standard flyer
- Perfect for door drops, on-street handouts or inserts
Bi-Fold
Bi-fold flyers are great for mini company brochures. With a simple centrefold, one page with two sides becomes a booklet with four panels. This allows the information to be arranged more effectively, making it easily digestible for the reader. These are also great for restaurant menus.
- A classic flyer with four panels
- Perfect for menus, mini brochures and more
Roll-Fold
This type of flyer consists of three folded panels, giving you six panels for content. The roll-fold flyer is nice and compact – it is easy to read and store (and perfect for display racks). A wealth of information can be packed into a tri-fold flyer, making it very popular for food menus, guides and business information flyers.
- Plenty of space with three panels on each side
- Perfect for a tour guide, menu or business brochure
Z-Fold
A z-fold flyer has two folds making it a zigzag Z shape. Similarly to the tri-fold, it offers six panels for content. The defined Z shape allows plenty of space for images or graphics that can spread over multiple panels. It is commonly used for information graphics, maps, food menus, product information or business information.
- A six-panel flyer with lots of space
- Perfect for menus, product promotions or tourist information
Gate-Fold
With gate-fold flyers, the front panels open like a set of double doors, revealing three panels in the centre spread. These are a little bit more expensive than other flyers but give a great opportunity to wow the reader with a striking image or message inside. Using a gate-fold flyer is a great way to add a little excitement to your marketing.
- Opens to reveal a hidden centre section
- Adds excitement to your promotion
Conclusion
Flyers are an excellent and cost-effective method of marketing. But, choosing the correct type, size and materials are important. Be sure to consider your purpose and the message you want to portray. However, when you work with a professional graphic designer you can discuss your project with them, so you don’t have to decide on your own. They will help you go through the options and discuss the benefits or disadvantages with you. There are many options to suit most budgets – please feel free to get in touch if you’d like to talk about marketing flyer design and/or printing!
