Leaflets and flyers are the same family of flat promotional print. The label matters less than the job: where the piece is handed out, how it is held or mailed, and what the recipient should do next. This guide covers the production choices that keep those pieces readable after trimming, folding, and distribution.
Decide the job before the template
Start with distribution and action. Is it a counter stack, event handout, door drop, or mailer? Choose one primary action (QR code, short URL, phone, or in-store offer) and one supporting action. Template structure comes after those answers, not before.
U.S. sizes that fit real use
Common U.S. formats are letter (8.5" × 11"), half-letter (5.5" × 8.5"), 4" × 6", and 4" × 9" rack cards. Half-letter is a strong default for readability and portability. Use 4" × 6" for a short offer, 4" × 9" for rack displays, and letter when you need maps, schedules, or a tri-fold base sheet.
• Event handout: 5.5" × 8.5" or 4" × 9", flat or simple fold.
• Counter display: 4" × 6", 5.5" × 8.5", or 4" × 9".
• Service menu or price guide: double-sided 5.5" × 8.5" or a folded letter sheet.
• Door drop or local promotion: 5.5" × 8.5", 4" × 6", or 4" × 9".
Sides and folds change the reading path
Single-sided works for one fast message. Double-sided works when the back answers follow-up details without crowding the front. Folds are not decoration: a bi-fold, tri-fold, or Z-fold changes the order people see your content. Put the offer on the cover, explanation inside, and contact or CTA where the piece naturally ends.
Paper weight and finish
Match stock to handling. Lightweight text stock is economical for high-volume handouts but can curl in a rack. Midweight coated stock holds color for photo-led promotions. Heavier cover stock feels more substantial for premium flat cards but may need scoring to fold cleanly. Uncoated stock is better when people need to write on the piece.
Gloss boosts photo color and can glare under lights. Matte reduces glare for copy-heavy pieces. Recycled content and recyclability are different claims—confirm coatings and local recycling rules before printing an eco statement on the piece.
Artwork: CMYK, bleed, and safe area
Build in CMYK when possible. Extend background color and photos into the bleed past the trim line so cutting variation does not leave a white edge. Keep logos, body copy, phone numbers, and QR codes inside the safe area and away from fold lines. Image resolution should match final printed size; stretching a small photo across a letter sheet drops effective PPI and shows softness.
Checklist
• Finished size, sides, and fold plan match the distribution method.
• Paper weight and finish match handling (rack, handout, mail, writeable).
• File is CMYK where needed, with bleed and essential content in the safe area.
• Photos are sharp at final size; logos are vector when possible.
• QR codes have contrast, quiet space, and are tested on a physical proof.
• Spelling, prices, dates, phone numbers, and panel order are proofed before the run.
Common mistakes
Designing on screen without accounting for folds, so faces or key type land on a crease after trimming. Putting the only call to action in tiny type on the back panel. Approving color from a monitor without checking a proof. Using temporary or unsigned image sources in production files. Ordering a fold when the message is short enough for a flat flyer.