Today it is quite difficult to walk down the street and avoid the offer to take an informational leaflet with you from the hands of a person standing near the subway. This has become the norm - returning home, for example, from work, we either try not to notice the promoters, or we take their leaflets out of pity (or out of interest, which is extremely rare). As a client, the dimensions of the flyers that we are offered are of little interest to us. Most often, we don’t even remember what they are, just sending such a sheet to the trash can. And in terms of the cost of this type of advertising, the difference is quite noticeable.
There is nothing surprising in such a widespread method of promotion as distribution of leaflets. The main thing is to know how to use this tool correctly and for what purposes it is most suitable. For example, with the help of flyers, you can advertise the next promotion in your store or announce the opening of another outlet. In general, leaflets are in demand, and this is a fact.
But some advertising campaigns with this marketing tool are successful, while others are not. It is extremely difficult to establish the reason for this, since there are many factors that affect the behavior of a person who has receivedleaflet. We will talk about some of them in this article, focusing on what sizes of flyers are used most often.
Design is everything. Flyer design and size
You should start with the external design of leaflets - their design. Obviously, how the flyer will look determines its further impact on the person to whom it was handed. If the promotional item has a boring or hard to read design, it will simply be thrown away. The same applies to the situation when the flyer does not differ in something special. The same fate awaits him.
It is necessary that the external design intrigues a person. Of course, in accordance with it, the sizes of leaflets and flyers should also be selected. It is difficult to fit a large amount of text on a small sheet of paper, so it is better to limit yourself to a minimum set of keywords that will describe your product or service in as much detail as possible.
Obviously, you can apply certain design solutions based on how large your leaflet is. Therefore, in this article we are talking mainly about their sizes; we give not only which of them are considered standard, but also give general recommendations.
Sizes
When it comes to how big your flyer should be, there is an established system of standards. It, in principle, coincides with the normalized paper sizes. This is the division of sheets into formats: a third of A4, A5, A6 and A7. In millimeters, this is expressed as 98 by 210 (socalled euro-format), 148 by 210, 105 by 148, and also 74 by 105 mm, respectively. It is these leaflets that you can meet on the streets most often (bent in half, in three parts, and so on). Their use is clearly due to practicality - small dimensions and at the same time enough space for placing your ad.
The size of a flyer for printing is important not only in terms of the cost of its production, distribution and the like, but also from the design side. Again, we give a simple example: on a third of an A4 sheet, it would be most advantageous to place a vertical layout with text in the form of a column; while the A7 flyer is best distributed as is. Keep this in mind when designing your flyer. If it's ready, when choosing flyer sizes, consider how to fit more information on less paper. Or, keep in mind that you don't have to choose a standard flyer size. You can use a folded sheet (as we wrote above). In fact, many advertisers do just that. This allows them to stand out from other companies using the same solution without having to order custom layouts from a print shop. A standard flyer size, such as Euro format, can also be selected, and of course it is cheaper.
Information richness and dimensions
But as you can imagine, the size of flyers is not the only element that ensures their success or, conversely, failure. There is also such a criterion as the content that is placed on the leaflet. He, of course, alsodepends on how much free space will be on your flyer, and therefore on its size. Content is what you write there. Without mentioning the graphic design that is attractive to a potential client, the content of the leaflet should carry the correct semantic load - be interesting to the person who took it; suit his interests from a commercial point of view. The latter means that advertising for student programs should be given to young people who could potentially use the service, and not to retirees, and so on. The recipient should be the target audience - those who will come to the advertiser in the future and order the service from them.
Again, choose a flyer size that allows you to fit the maximum amount of data needed to attract a buyer.
Conversion tracking
This item is important for flyers of any size. Do not forget to keep statistics on the success of your advertising products. Count how many people came to you after they saw your leaflets. Vary flyer sizes, designs, and distribution methods to learn exactly how to advertise your products most effectively.
