You’ve got an event coming up. But not just any event. The event. The day that your sales team will knock it out of the park and attract a crowd of new customers.
But first, you have to figure out how to make your own brochure — and ensure that your DIY brochure is equal to the event.
This is trickier than it sounds. There’s quite a lot that goes into making an event flyer and even more considerations for custom flyers. For example, what’s the best paper for brochures? Should you use a cardstock flyer? A paper brochure? What about pamphlet paper?
After all, this is the first chance for people to see your event and one of the easiest ways they’ll remember you afterward.
We’re here to make the process easy (maybe even the easiest part of planning the whole event). Here’s how to create brochures and flyers that will have people lining up outside the door.
What to Consider Before You Head to the Store
Before you ever set foot in a paper store or click on a single link, there are a few things you should clarify with your marketing team.
First, how text-heavy is your planned brochure? Sparse flyers benefit from a smaller surface area, while brochures packed with information are better suited to a larger sheet.
Second, what is your budget? Lower budgets will require economical paper options, which generally means lighter paper and smaller flyers. On the other hand, if you have more money to spend, you have broader options to make a splash.
Third, what impression do you want to make? Do you want to seem fun and hip? Do you want to seem elegant and sleek? This will change your color and finish, as certain colors and finishes lend themselves to a certain psychological impression.
Best Flyer Size
First, you need to answer a basic question: what’s the right flyer size for the occasion?
There’s some variation between leaflet size and brochure size, especially if you’re looking at tri-fold brochure size. Here are a few standard brochure sizes you’ll likely encounter:
- 8.5 x 11
- 8.5 x 14
- 11 x 17
- 12 x 18
One of the most popular brochure sizes is 8.5 inches wide by 11 inches long. It’s the most popular because it’s one of the most common paper sizes in the world–which means its widely available to the average consumer like yourself. Plus, most consumer printers can handle brochures this size.
The next most popular is 8.5 inches by 14 inches, which is slightly longer while retaining the same width as most consumer printer paper. This makes it a great choice for tri-fold brochures since you have more space to show information but can still print in a regular consumer printer.
If you need to make a bigger impact, paper that measures 11 inches by 17 inches gives you more freedom. You’ll have extra space to fit information, which means more space to get noticed. That said, many at-home printers can’t handle paper this size, so you’ll have to have them printed via special order.
The biggest of the four is 12 inches by 18 inches. This is the best choice for flyers that need to fit a lot of information, but it will cost more to print on paper this size because there’s more surface area and because you won’t be able to print it at home.
When selecting a brochure size, think about how much information you want to fit, what kind of impact you want to have, and how large your budget is. Larger sizes give you more space, but they’re also more expensive. Plus, customers may not pick up a larger brochure at first glance because they don’t want to read extra information.
Best Paper Weight For Brochures
Once you’ve selected your brochure size, you have to consider your brochure paper weight, which is intricately related to the brochure paper type you select.
When we refer to paper weight, we’re actually talking about the thickness of the paper. As a rule, the heavier the paper, the thicker the sheet. There are three common methods for measuring paper weight:
- GSM (based on density in the metric system)
- U.S. basis weight (based on weight in lbs of one ream, 500 sheets)
- Caliper (based on thickness in inches)
For simplicity’s sake, we’re going to refer to U.S. basis weight.
Most people prefer to use text paper as their paper of choice for brochures and flyers, as text paper is a thicker, sturdier form of cardstock. It can run as low as 50 lbs (regular copy used for home printing) and as high as 183 lbs (for heavy-duty applications. We generally recommend paper between 80 lbs and 100 lbs for brochures and flyers.
When considering the best paper weight for a tri-fold brochure, keep in mind that you’re going to have to fold the paper. Tri-fold paper should be sturdy enough to hold its shape and look good but thin enough that it will fold comfortably.
Flyer paper thickness is at your discretion. Keep in mind that heavier paper will survive more abuse if you’re releasing it into the wild (i.e. your community) but the heavier the paper, the greater difficulty your printer will have in processing it.
Flyer Colors & Finishes
Once you know your paper weight and size, it’s time to turn a critical eye to the appearance of the brochure, specifically the brochure color and finish.
The best colors for brochures depends on what you want to achieve and the effect you want to have on your viewer. Generally, if you’re at a loss for a pamphlet color, your brand colors are a great place to start, as this helps keep brand consistency and makes your flyers recognizably yours.
If you want to branch out, you should generally stick to two or three colors. Ideally, look for either analogous colors (colors right next to each other on the color wheel) or complementary colors (colors directly opposite each other on the color wheel).
From there, you should also take a look at what kind of finish you want–glossy brochure paper or matte brochure paper?
Glossy flyer paper is more commonly used for flyers and brochures, since people tend to perceive them as more polished and high end. The matte finish is also less vibrant, which isn’t ideal if you want your flyer to stand out from the crowd.
On the other hand, matte flyer paper is more economical, and the right combination of colors on a matte finish can look quite elegant. Matte paper is also easier to read than glossy paper, so it’s a better choice for text-heavy brochures.
The Art and Science of Making a Good Flyer
Whether you’re looking to make the best tri-fold brochure your trade show has ever seen or a batch of great flyers to draw in customers, every good brochure has its roots in good paper. That’s where we can help.
We offer extensive flyer options and customizable brochure options for any style, budget, and event. Because we know every brand starts with great advertising, and great advertising relies on a great medium to convey the message.