Flyers Leaflets: A Practical Guide for Small Businesses

Flyers and leaflets look similar, but they are not quite the same thing. A flyer is usually a single sheet, printed on one or both sides, handed out or posted through doors. A leaflet is often folded, which gives you more room for text. Most small businesses end up using A5 flyers or A4 leaflets folded to DL, and that choice covers the majority of jobs.

This page explains how flyers leaflets differ, which sizes and papers make sense, and what to check before sending a file to print.

Standard Flyers Leaflets Sizes

Sizes follow the A series in the UK and Europe. Each step down halves the sheet.

• A4 (210 x 297 mm): large, good for menus, price lists and folded leaflets.
• A5 (148 x 210 mm): the all-round favourite for handouts and shop counters.
• A6 (105 x 148 mm): pocket size, ideal for offers, discount codes and event reminders.
• DL (99 x 210 mm): the slim format that fits a standard envelope and a leaflet stand.

If you only need one message and a call to action, A6 is enough. If you need to explain a service, go A5 or a folded A4.

Choosing Paper Weight and Finish

Paper weight is measured in grams per square metre (gsm). Around 130 gsm feels like a light brochure page and suits flyers pushed through letterboxes. Around 170 gsm is the sweet spot for handouts, sturdy without being costly. Go to 250 gsm or more only for cards that need to survive a pocket or a wallet.

Gloss makes photos pop and suits food, events and retail. Matt looks calmer, reads better under shop lighting and takes handwriting well. Uncoated stock is the best choice if people will write on it, for example appointment notes.

Folds That Work for Leaflets

Three folds cover almost every need. A half fold turns A4 into four A5 panels. A roll fold (or letter fold) makes six panels from one sheet, usually sold as A4 folded to DL. A z-fold has the same panel count but opens like a concertina, which suits step by step content.

Keep your most important message on the front panel. People decide in about two seconds whether to open a leaflet, so the cover needs a clear headline and not much else.

Print Quantities and Typical Costs

Short runs are common for local businesses. Digital printing suits 50 to 500 copies, with A5 double sided flyers costing from around 10 to 20 pence each at 250 copies, depending on paper. Offset printing becomes cheaper per sheet beyond about 1,000 copies, but setup costs are higher. Treat these figures as rough guides, since quotes vary by printer and paper.

Turnaround is usually 2 to 5 working days for digital orders. Add time if you need folding or special coatings.

File Setup Before You Print

Most print problems come from the file, not the press. Check these points first:

• Add 3 mm of bleed on every edge if colour or images run to the trim.
• Keep text at least 5 mm inside the trim line.
• Export as PDF in CMYK, not RGB, so colours do not shift.
• Use images at 300 dpi at final size.

Screen blue and neon green are the usual victims of RGB to CMYK conversion. They print duller than they look on a monitor, so ask for a proof if colour matters.

Pairing Flyers With Other Print

A flyer works harder when it matches the rest of your branding. Many sellers slip one into each parcel next to business stickers used to seal the bag or box, which keeps colours and logo consistent. Candle makers often add a small care leaflet beside clp labels for candles, since safety wording on the label is limited by space and a leaflet can carry burn times and cleaning advice. Market stall holders and photographers sometimes put a flyer on the table next to photo backdrops so visitors can take away booking details.

Keep one set of brand colours, one or two fonts and the same logo placement across everything. Consistency is cheap and it makes a small business look established.

Writing Copy That Gets Read

Lead with the benefit, not your history. One headline, three or four short lines of detail, and one action. A discount code, a QR code or a short web address all work, but only one per flyer. Two calls to action split attention and lower response.

QR codes need at least 2 cm square to scan reliably. Test every code on two different phones before printing 500 copies.

Frequently Asked Questions

What is the difference between a flyer and a leaflet?

A flyer is normally one flat sheet, while a leaflet is often folded into panels. In practice the words overlap, and printers use both for the same products. What matters is the size, fold and paper you pick.

Which size is best for a small business?

A5 is the safest choice. It is big enough for a headline, a short description and contact details, yet cheap to print and easy to carry. Use A6 for simple offers.

How thick should the paper be?

Choose about 130 gsm for door drops and 170 gsm for handouts. Use 250 gsm or more for card style pieces that people keep.

Do I need bleed on my design?

Yes, whenever colour or images reach the edge. Add 3 mm on each side so no white line appears after trimming.