With
leaflets, the biggest cost is usually in the distribution, so always go for
double sided as you’re missing an opportunity to promote yourself if you don’t.
that doesn’t mean that you should cram your leaflet full of text – keep the
front for a striking image, perhaps an offer and a compelling headline and put
the detail on the back.
It’s hard
to advise on leaflet size because I think it entirely depends on how much copy
you have, what you’re trying to sell and what’s appropriate. So often people
pick a leaflet size based on cost, rather than the size it’ll take to fit all
their copy in. When I was creating copy for the Grow Your Business exhibition
leaflets I had in my mind that I’d do an A4 leaflet folded in half. But as I
was writing the copy I realised that I needed more space, and ended up with a 3
panel A5 leaflet because that was what I needed. I think most people would have
cut out important copy and crammed text onto an A5 leaflet just to cut costs,
and it doesn’t always have the desired effect.
So write your copy first, and then think
about the size of the leaflet.
