Brochures and Flyers

When we talk about brochures we are applying an umbrella term that embraces others: flyers, leaflets and trifold brochures. We will stop at each of them, but before that we would like to devote some words to brochures in general. This advertising devise is broadly used by all committed companies, given that brochures are an excellent advertising tool because a big amount of information can be compiled in them. Brochures often include a list of products and services of a company – as a catalogue-, or new products or special offers.

Besides, brochures generally include a summary of the company’s activities, values and conception of client. Certainly, every brochure bears the corresponding contact information.

The design done by professionals is of the utmost importance , given that a brochure, through its graphic quality (typographies, colours, lines, images and text layout) reveals the quality of the company. It is also indispensable, in order to save time and money, to make a good brochure printout in a good quality paper, and it is important as well to choose the proper coating, cut and fold styles. The quality of the material and printing is also taken into account by the public when it comes to building up an idea of the company. Besides, only the best brochures will be kept by consumers.

When we talk about brochures we make reference to three types of graphic pieces: flyers, leaflets and trifold brochures. Although they belong to the same family, each one has a shape, size and rule of design of its own. Now, you will be able to know more about the features of flyers, leaflets and trifold brochures. Given their differences and their complementary nature, it is always advisable to resort to the three types of brochures in order to have an impressive advertising campaign. Generally, a massive campaign with attractive brochures can be coupled with the creation of top quality leaflets or trifold brochures to be distributed among an elite public. The impact of this type of advertising campaign entails really positive results, given that it helps the company consolidate, giving it an aura of professionalism.

Flyers are usually those brochures printed in bulks. A flyer is a paper square or rectangle, varying in size, either single or double sided, in which the chief products, services, offers, prices and novelties of a company are displayed. There are flyers of many sizes: letter size page (8.5″ x 11″), half page (5.5″ x 8.5″), a quarter of a page (4.3″ x 5.5″) among others. Flyers are mass graphic pieces, with each print run ranging, usually, between 500 and 15,000 units, varying according to the budget and the type of campaign, though big companies may produce bigger print runs. Flyers are handed out on the streets or delivered through mail. Given their mass scope, flyers are printed in economic paper, that is to say, medium quality paper, in order to reduce costs. Nowadays, full colour printing is as affordable as black and white, reason why most companies produce flyers profiting from the attractiveness of colours. It is estimated that the life of this flyers is slim, due to their quality and short term impact. This is why companies hand out flyers constantly. In some special occasions companies produce flyers made of card or drawing paper in order to call the public’s attention further.

A leaflet is a sheet of paper folded in two, resulting in a piece with four sides: front, inner and back sides. This type of brochure bears information on a particular company, including an introduction, list of products and services, and contact information. Many times leaflets work as small catalogues or folders. This type of brochures are usually letter size (each side measuring 5.5″ x 8.5″) or double letter (each side measuring, in this case, 8.5″ x11″).

They are printed in top quality paper, such as bright card or drawing paper of good width, given that we are dealing with special pieces serving as presentation of a company, and thus meant to convey an image of excellence. Colours and image definition are top quality as well. Besides, the paper of leaflets is frequently resistant, that is, thicker and quite pliable, to endure in the hands of the public and resist handling. It is a resistant graphic material that the public will be able to consult in different situations in order to purchase products or hire services.

Given the increased costs (of paper, colours, printing quality) leaflet print runs are usually smaller if compared with that of flyers, which are mass. They are distributed in commercial samples, conferences, display stands and through mail, to a particular public: actual and potential clients clearly defined. Leaflets are meant to be eye catching and therefore their designs are usually done with striking corporate colours, images and typographies.

As can inferred by its name, a trifold brochure is a brochure characterised by being folded in three thus resulting in a three sided piece, with three inner and three outer sides.

One of its typical features is the incorporation of a considerable amount of text, distributed among the different sides, combined with shapes, images, lines and colours characterising a company. They are ideal to provide a clear explanation on the activities of a business, its philosophy as an organisation and its production and customer relations policies, as well as to depict and account for the advantages of its products and services.

Trifold brochures are usually letter sized (8.5″ x 11″), so each side measures 3.67″ x 8.5″. Many times companies make trifold brochures beyond this conventional measure, which become striking given their size: double letter or even triple letter.

The choice of size, type of cut and fold will be subject to the budget of each company and to the means of distribution.

The most typical fold consists of placing a sheet horizontally and overlapping (closing), vertically, one side over the other. This way of folding trifold brochures is the most frequent for easy hand out. Trifold brochures are distributed in person, in commercial gatherings, as well as through mail or by means of display stands for the public to look and take.

Apart from the design, which must be striking and clear, the type of paper plays a key role in the success of trifold brochures, given that only by using a good quality paper will people feel attracted by the brochure and want to keep it. Trifold brochures are usually done in drawing paper or uncoated offset paper, thicker than the regular one.

Besides, this brochures profit from all the range of colours, thanks to the evolution in printing systems, printing full colour is far more affordable than in the past. This is why trifold brochures are powerful marketing tools, given that with a good design and a good quality printing they catch public’s attention turning them into actual consumers of the company’s products and services. This is why sound companies use trifold brochures in advertising campaigns.