Choosing a flyer size and laying it out so people read it
By the AfricanDesigns team 5 min read
Key points
- Pick the size by how the flyer will be used: handed out, left on counters, or posted.
- One flyer, one message, one action for the reader to take.
- Put the offer and the contact method where the eye lands first.
- Confirm paper sizes and stock weights with your printer before you design.
Common flyer sizes
Most countries use the ISO A-series, where each size is half of the one above it. These are the sizes most small businesses choose between.
- A4 (210 × 297 mm): the size of a standard sheet. Best for posters, notice boards, menus and anything with a lot of information.
- A5 (148 × 210 mm): half an A4. A good all-round flyer size that is easy to hold and still has room for a photo and a few lines of text.
- A6 (105 × 148 mm): a postcard-sized flyer that fits in a pocket. Suitable for short messages such as an opening offer or an event.
- DL (99 × 210 mm): one third of an A4, a slim format that fits in a standard envelope and in a counter display holder.
Match the size to how it will be used
A flyer handed out in the street needs to be read in a few seconds while someone is walking, so it should be small, bold and simple. A flyer that sits on a counter or arrives in the post can carry more detail. A notice-board poster is read from a distance, so it needs a large headline even at the cost of other information.
If you are printing in a country that uses US Letter paper, check your printer's stock sizes. Designing for A5 and then discovering the shop cuts from a different sheet size is a common source of wasted paper.
Give the layout a clear order
Readers do not read a flyer from top to bottom. They glance, and the biggest, highest-contrast element decides whether they look further. Decide on a single order of importance and build the layout to match it.
- Headline: the one thing the reader gets, such as the offer, the event or the service. Keep it short enough to read at a glance.
- Supporting image or graphic: one strong image beats several small ones.
- Key details: date, place, price or what is included, grouped together.
- Call to action: what to do next, such as call, visit or scan. Make it a distinct block.
- Contact details and logo: easy to find, but quieter than the headline.
Text, colour and contrast
Use no more than two typefaces. Body text on a printed flyer should generally be no smaller than about 9 to 10 pt, and larger if your audience includes older readers. Dark text on a light background, or the reverse, with strong contrast, remains legible in poor light and on cheap paper.
Leave white space. A flyer filled to the edges looks cheaper and is harder to scan than one with breathing room around the headline and call to action.
QR codes and phone numbers
A QR code is only useful if it works. Print it at least about 2 cm across, keep a clear border around it, use dark on light, and test it with two or three different phones from the actual printed proof before ordering hundreds of copies. Send readers to a mobile-friendly page, not a long document.
Always include a phone number or WhatsApp number as a plain-text alternative, because not everyone will scan.
Paper and finish
Paper weight is measured in gsm. Lightweight flyers are cheap and fine for short-term handouts. Thicker stock feels more substantial and holds up better in humid conditions or when passed around. Ask your printer to show you samples. Remember that a glossy finish makes dark text harder to read in strong light.
Whatever size you choose, prepare the file with bleed and a safe margin as described in our guide to preparing artwork for printing.