How to Pick the Best Size and Paper Type for Your Brochure
Brochures are printed marketing materials that rely heavily on visuals, making them effective in promoting products and services, announcing events, and building a brand identity.
These marketing materials are available in different sizes, and the right one depends on how much information you want to convey to the target audience. Other factors to consider include portability, fold type, design, and budget.
Brochures are also available in different paper types (or cardstock). Consider durability, readability, design, and brand aesthetics to help you pick the best paper or cardstock for your campaign.
Standard Brochure Sizes and Their Uses
5.5" x 8.5" or Memo Size
The smallest standard brochure size may require you to be more concise with your message to prevent the design from looking cluttered and overwhelming.
This brochure size can easily fit into envelopes, so it's suitable for direct mail campaigns. It is also popular with brands that need printed marketing materials for mass distribution.
If portability and simple presentations are your top priorities, you'll never go wrong with the 5.5" x 8.5" brochure, which typically comes in a half-fold style.
Best for: Mini catalogs, simple presentations, and invitations
8.5" x 11" or Letter Size
If you need more space for your content but are concerned with portability, the letter size might be a great option. Considered a general-purpose brochure, it is suitable for a wide range of promotional materials.
The 8.5" x 11" brochure size is also a popular option for companies that need portable printed marketing materials for events. It is commonly available in half-fold, trifold, and Z-fold.
Best for: Product catalogs, event brochures, and service or product promotions
8.5" x 14" or Legal Size
The legal size has more vertical space than the letter size, offering you more room if the content of your brochure has large images or more text. It is often available in half-fold, trifold, and Z-fold.
If enhanced visual appeal is your top priority, the legal-size brochure is an excellent choice because it can accommodate larger graphics (and a more detailed product or service description).
Best for: Detailed event programs, restaurant menus, extensive product listings, image-heavy promotional materials, and trade show handouts
9" x 12" or Arch A Size
If you need more space for your extensive content (which may include multiple images, charts, or infographics), consider using the 9" x 12" brochure size. This is commonly used in half-fold, trifold, and Z-fold.
The Z-fold, which creates six panels from a single sheet of paper, is suitable for 9" x 12" brochures with more complex layouts. By contrast, the trifold style can be a better option for simple presentations and step-by-step guidelines.
Best for: Restaurant menus, financial services marketing, cultural event brochures, resort pamphlets, travel guides, and extensive promotional materials for new products or services
11" x 17" or Tabloid Size
The tabloid size is a popular choice for larger presentations and reports. In brochure printing, this size is commonly used for creating extensive promotional materials in a half-fold style. Trifold, accordion fold, and double gate fold also suit this brochure size.
Tabloid-size brochures are often used in the retail, fashion, and travel and tourism industries.
Best for: Image-heavy travel guides and promotions, extensive product catalogs, and complex presentations
11" x 25.5" or the Largest Standard Size
This size is commonly used in restaurant menus with detailed descriptions and multiple photos. It is also suitable for comprehensive product or service listings containing images, tables, charts, and other graphics.
The extra space also favors layouts that require presenting information in a sequence, such as instructions, how-to guides, and process explanations.
Best for: Comprehensive product and service listings, diagrams and charts, event programs, and visual aids for presentations
Choosing the Ideal Paper Type for Your Brochures
Choosing the ideal paper type for your brochure involves considering factors like brand aesthetic, purpose of the campaign, durability, budget, and fold style.
The list below explains the most common paper types (or cardstock) used in brochure printing.
70 lb. Paper
Although it is the lightest cardstock used for brochures, it is thicker and more durable than standard copy paper. It also comes uncoated, making it a great paper option for writing with a pen or pencil.
The lack of coating also means less sheen or gloss, which makes the cardstock ideal for printing text-heavy brochures where readability is the top priority.
80 lb. Paper
It is slightly heavier than 70 lb. paper and has a gloss finish that creates a smooth and reflective surface. As a result, the colors look more vibrant, and the design appears sharper and more detailed.
Gloss paper is writable when you use oil-based or permanent ink that doesn't smudge or bleed.
100 lb. Paper
This cardstock is a great option if you want your brochure to have a premium feel and look. However, the extra thickness and sturdiness are not suitable for multi-fold styles like Z-fold and accordion fold.
10 pt. Cardstock
As the most durable and thickest paper for brochures, 10 pt. cardstock is suitable for a half-fold style. It is available in high-gloss UV and matte coating.
Brands often use this cardstock to hand out premium brochures during sales calls, meetings, and other business events.
Conclusion
Choosing the right brochure size and paper type is the key to effective communication. The goal is to customize your marketing material based on crucial factors like layout and design, brand aesthetic, amount of information, target audience, readability, and portability.
If you want to eliminate guesswork or save time and effort when designing your brochure, use NextDayFlyers' templates that are categorized based on sizes, industries, and styles. These templates make design accessible to all users, including non-designers, allowing everyone to create visually appealing brochures easily and quickly.