Brochure vs. Flyer: Which One Works Better for Your Marketing Goals?
Brochures and flyers are popular marketing materials due to their affordability, versatility, and ease of distribution. With a good design, they also have an impressive ability to convey information in a way that is impactful and memorable.
People often confuse brochures with flyers (and vice versa) because, at a glance, they look similar. However, they are quite different in terms of format, content, purpose, and distribution.
In this article, we explain the differences between these two popular marketing materials to help you decide which one to pick based on your objective. Factors such as budget, distribution method, content, and design also determine the ideal option.
Brochures vs. Flyers: Side-by-Side Comparison
| Feature | Brochures | Flyers |
|---|---|---|
| Format | Single sheet layout | Folded, multi-panel |
| Cost | More affordable (ideal for mass distribution) | Cost more (ideal for more targeted distribution) |
| Best For | Quick promotions and announcements | Detailed descriptions or presentations |
| Distribution | Handouts, mail inserts, and posters | Trade shows, meetings, direct mail |
What is a Brochure?
Compared to flyers, brochures have more space for text, images, and graphics. They have multiple pages or folds, which allow brands to present information in a way that builds anticipation and excitement
Brochures are available in different fold styles, including bifold, trifold, Z-fold, and accordion fold. The folds allow you to include more detailed product descriptions and images and enhance the storytelling element of your design.
The most popular brochure sizes are 8.5" x 11" (or letter size), 8.5" x 14" (or legal size), and 11" x 17" (or tabloid size).
Best for:
- Promoting products or services in detail
- Providing detailed company information
- Explaining complex topics (medical procedures, financial services, product comparisons, etc.)
What is a Flyer?
A flyer is a single-page, unfolded marketing material that is also referred to as leaflets or handbills. It is often printed on cardstock for extra durability.
Flyers come in different sizes, with 8.5" x 11" (which is the size of letter bond paper) considered the standard size.
Other popular flyer sizes are 2" x 3.5", which is ideal for promotional tickets; 5.5" x 8.5" or half a letter size; and 11" x 17", which can accommodate more details.
Because flyers have limited space, they need to deliver a quick burst of information with an eye-catching design that includes visually striking images and legible text. They should also have an effective copy, which is comprised of compelling headline and call to action.
Best for:
- Announcing events
- Promoting special offers (e.g., clearance and three-day sales)
- Sharing basic information (e.g., new location, new product or service, and time-limited deals)
How to Choose Between Brochures and Flyers
If you still can't decide which printed marketing material best suits your marketing goals, here are some questions you need to ask yourself.
What is the main marketing goal?
If your primary goal is to create awareness — let's say you want to announce your store's grand opening or a special event — flyers are usually the better option. Brochures are a better choice if you want to provide your target audience with more detailed product or service descriptions.
How much is the budget?
Brochures typically cost more, so companies tend to be more conservative with their distribution and usually offer them to customers who have already expressed interest in their product or service. By contrast, flyers are more affordable handouts on busy streets.
What is the distribution method?
Flyers are ideal for mass distribution in high-traffic areas like street corners, building entrances, and malls. By contrast, brochures are a better option if the recipients are already familiar with your product or service or if they have a high intention to purchase. For instance, attendees at a bridal fair will respond better to brochures with more extensive product or service descriptions. Check out this article to learn how to create an effective brochure.
Where can I display them?
Brochures are typically better if you need printed marketing materials displayed on trade show tables, office desks, and reception counters. Flyers are more suitable if you need a single-page document you can post on bulletin boards and utility poles.
Brochures and flyers are both quick and easy to distribute and effective in grabbing people's attention (with a great design, of course). However, they present information differently and offer unique benefits.
As a good rule of thumb, choose flyers for mass distribution and if you only need to convey one simple message, and brochures if you have to provide more detailed product or service descriptions.
NextDayFlyers offers free brochure and flyer templates to help you design marketing materials that grab your target audience's attention. These templates are categorized in different sizes, industries, and styles and also come with bleed and margin to help you create a balanced and accurate layout on the final print.