Today it’s quite difficult to walk along the street and avoid the offer to take a leaflet with you from the hands of a person standing near the metro. 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 sizes of flyers that we are offered are of little interest to us. More often than not, 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 promotion method as distribution of leaflets . The main thing is to know how to properly use this tool and for what purposes it is most suitable. For example, using flyers, you can advertise another 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 involving this marketing tool are successful, while others are not. The reason for this is extremely difficult to establish, since there are many factors that affect the behavior of the person who received the leaflet. We will talk about some of them in this article, we focus on what sizes of flyers are used most often.
Design defines everything. Design and size of leaflets
You should start with the external design of the leaflets - their design. Obviously, what the flyer will look like determines its further influence on the person to whom it was handed. If the promotional items have a boring or difficult to read design, they’ll just throw them away. The same applies to the situation when the flyer is not distinguished by something special. The same fate awaits him.
It is necessary that the exterior design intrigues the person. Of course, in accordance with it, the sizes of leaflets and flyers should be selected. It is difficult to place 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 characterize your product or service in as much detail as possible.
Obviously, you can apply these or those design decisions based on how big your flyer is. Therefore, in this article we are talking mainly about their size; We give not only which of them are considered standard, but also give general recommendations.
Dimensions
As for how large your leaflet 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: one third of A4, A5, A6 and A7. In millimeters, this is expressed as 98 by 210 (the so-called Euro format), 148 by 210, 105 by 148, and also 74 by 105 mm, respectively. You can see exactly such leaflets on the streets most often (bent in half, in three parts and so on). Their use is clearly due to practicality - small size and at the same time enough space to place your advertisement.
The size of the flyer for printing is important not only in terms of the cost of its manufacture, distribution and the like, but also from the design side. Again, we give a simple example: on a third of the A4 sheet, it is most beneficial 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 composing the flyer design. If he is already ready, choosing the sizes of leaflets, figure out how to put more information on less paper. Or consider that you don’t have to choose a standard flyer size. You can use a folded sheet (as we wrote above). In general, many advertisers do just that. This allows them to stand out among other companies using the same solution, and at the same time not to order individual layouts in the printing house. You can also choose a standard flyer size, for example Euroformat, and this is, of course, cheaper.
Information Saturation and Dimensions
But, as you know, the size of flyers is not the only element that ensures their success or, on the contrary, failure. There is still such a criterion as the content that is placed on the leaflet. Naturally, it also depends on how much free space will be on your flyer, and therefore on its size. Content is what you write there. Not to mention the graphic design attractive to the potential client, the contents of the leaflet should carry the right meaning - be interesting to the person who took it; match his interests from a commercial point of view. The latter means that advertising of student programs should be given to young people who can potentially use the service, and not to pensioners and so on. The recipient should be the target audience - those who in the future will come to the advertiser and order a service from them.
Again, choose a leaflet of such size that you can place on it the maximum amount of data necessary to attract a buyer.
Conversion tracking
This item is important for flyers of any size. Do not forget to keep statistics of the success of your advertising products. Count how many people came to you after they saw your flyers. Change the sizes of flyers, their design and distribution methods, and then you will know exactly how to advertise your products most effectively.