Leaflet printing essentials

Leaflet printing can be an extremely complex subject to understand. Leaflet printing companies like to use all sorts of technical jargon which can add to the confusion. Before you embark on your leaflet printing project you will need to understand the basics of choosing a leaflet size/format, deciding how many colours to use, selecting a paper type, writing copy, creating or obtaining photos or illustrations, creating artwork, obtaining the best price for leaflet printing, placing your order with a leaflet printing company and finally distributing your leaflets.

So the first step in your leaflet printing journey is to decide upon the size and format of your leaflet. Most leaflet printing is based upon the following standard paper sizes:

A4 leaflet - 210 x 297mm (the size of a standard letterhead)
A5 leaflet - 148 x 210mm (the most popular choice for most leaflet printing projects)
A6 leaflet - 105 x 148mm (the second most popular choice for leaflet printing projects)
A7 leaflet - 105 x 74mm (ideal if your leaflet will only contain a small amount of information)
DL leaflet - 210 x 99mm (the size of a compliments slip)

Some leaflet printing companies will only produce leaflets in the above standard sizes. Other leaflet printing companies will allow you to choose a custom size for your leaflet. Beware, if you plan to adopt a non-standard size for your leaflet make sure that you make the maximum use of the printer's standard sheet size otherwise you will be paying him to throw away the excess.

If you have a lot to say, a folded leaflet may be your best option. The most popular format is an A4 sheet folded down to DL size (210x297mm folded to 210x99mm). When placing your order with a leaflet printing company ask for a 'letter fold'. Another popular format is an A4 leaflet folded down to A5 size (210x297mm folded to 210x148mm). In this instance, tell your leaflet printing company that you require a 'single fold'.

Non standard sizes can add interest to your leaflet printing campaign - an unusual format could attract more attention than a standard 'A' format leaflet. A lot of people choose a square leaflet format:

210x210mm
150x150mm
105x105mm
75x75mm

All of the above sizes make good use of a leaflet printing company's standard sheet size although some leaflet printing companies will allow you to choose any size you wish (within reason!).

Once you have decided upon a size for your leaflet, you need to settle on the number of colours you are going to use. Some leaflet printing companies specialise in 'full colour' printing whilst others specialise in 'spot' colour printing. What's the difference... glad you asked!

Spot colour printing is where a printing company prints your leaflet in one, two or more specific colours. For instance, you may choose to have your leaflet printed in blue and black on a white paper. This would be described as a 'two colour' leaflet. Every element within your leaflet - the text, illustrations, photographs etc - would have to be printed in either blue or black.

Full colour leaflet printing works slightly differently. The printer uses four different inks - cyan, magenta, yellow and black. By overlaying different tints of these inks the printer is able to reproduce a vast range of colours. With full colour printing you dont have to limit yourself to choosing individual colours... you can really go to town and include full colour photographs or illustrations and select more-or-less any colour you like for your text.

Traditionally spot colour leaflet printing was always much cheaper than full colour leaflet printing but new technology means that this is now not always the case. Also you should consider that full colour printing has been proven to generate a better response than spot colour so you may find that opting for spot colour is a false economy.

Most leaflets are printed onto 'coated stock'. This provides a fine, smooth finish which enhances the appearance of colour photographs. Paper is usually measured in grammes per square metre (gsm). Most of the leaflets you find stuffed through your letterbox will have been printed on paper between 100gsm and 170gsm. If you would like a thicker paper for your leaflet printing project, 250gsm-300gsm would be ideal.

Some budget leaflets are printed onto uncoated or bond paper. You will use bond paper in your photocopier. If you're on a tight budget or you are selling highly discounted products or services then a bond paper may be suitable for your leaflet printing project.

So by now you should have decided what size of paper you will use for your leaflet printing project and what type of paper you will utilise. Next you need to decide what you are going to say!


Broadly speaking there are two different methods of writing leaflet copy. Which one you choose will depend upon the type of product/service you are promoting and what kind of person you are trying to reach.

Many people create their own artwork for their leaflet printing project. Others employ the services of a printer or designer. I suppose your decision depends upon your experience of using word processing or desk top publishing software and also how 'polished' you would like the finished leaflet to look.

If you do decide to create your own artwork you will need to check with your leaflet printing company what file formats they can accept. Some printing companies will only accept artwork that has been created using professional software. Other leaflet printing companies can accept most common file formats. Always check first!

Your next decision relates to how your leaflet will look. What will make your leaflet stand out from all the others? Will you use a clever headline to attract attention or rely on a photograph or illustration? How will you get across the main features and benefits of your product? Look through your competitors leaflets and see how they have tackled the problem. Take inspiration from the good ideas but dont copy them outright - you want to create a unique look for your leaflet printing project.

Dont forget to include a 'call to action' - in other words tell the reader of your leaflet what you want them to do next... Call you? Return the reply card? Visit your website?

Photographs and illustrations can add interest to your leaflet. Images downloaded from a website tend to be very low quality and you may be breaking copyright laws if you use them within your leaflet. Instead visit istockphoto.com. You can download royalty free images for only a few pounds.

When you have created the artwork for your leaflet make sure you proofread the text carefully. Once you are completely happy, you will need to supply your artwork to your leaflet printing company, either via email, on disc or via an upload facility on their website.

Double check that your leaflet printing company fully understands your requirements and always ask to see a printed proof. A professional designer will almost always insist on seeing a printed proof... make sure you follow their example. You dont want to have to pay twice for your leaflet printing project due to a problem with your artwork.

Many online leaflet printing companies will print and deliver your order within a few working days. Once your leaflets arrive, you will need to decide how you are going to distribute them.

Some people distribute their leaflets by hand, others mail their leaflets to potential customers. Another option is to place your leaflets under the windscreen wipers of cars or to leave a pile in your local shop. Your choices will depend upon the type of person you are trying to reach.

I hope you find the information above of interest. Best of luck with your leaflet printing project!