Brochures are a powerful marketing tool that give businesses the space to communicate a message clearly and confidently. But what is a brochure, and how do brochure sizes affect how that message is delivered? Choosing the right brochure or flyer sizes directly influences the readability, print cost, distribution and how your audience engages with your message.
In this guide, we’ll take you through why brochures are effective marketing materials and how to design one for your business. We’ll compare standard brochure sizes and flyer sizes, so you can confidently choose the right format based on your content length, budget and distribution strategy. You’ll find practical guidance on brochure sizes, real use cases, folding options, costs and print considerations, helping to avoid wasted print spend and get more value from every fold.
- A business brochure is a folded print marketing tool designed to communicate information clearly.
- Brochure sizes and flyer sizes directly affect cost, readability and how your message is presented.
- Standard brochure sizes include 8.5” x 11”, 8.5″ x 14″ and 11″ x 17″, which support bi-folds and tri-folds.
- Non-standard sizes can create visual impact when more space or a distinctive format is needed.
- Choosing the right size helps reduce wasted print spend while improving engagement and clarity.
What is a business brochure?
A brochure is a type of print marketing material that provides information about a business, product or service. Designed with specific audiences in mind, brochures combine text and images to inform, educate or persuade readers. They’re often produced in standard brochure sizes such as 8.5” x 11” (Letter Size), 8.5″ x 14″ and 11″ x 17″, which support folding formats like bi-fold and tri-fold layouts.
Beyond the technical, a brochure is a tangible extension of your brand, introducing people to your business, communicating your brand values, story, mission or offerings, and engaging your target audience.
Used alongside digital marketing strategies, brochures help structure information in a way that’s easy to follow and engaging to read. Whether you’re introducing a new product line, outlining your services or providing instructions, brochures bridge the gap between your brand and your audience.
The benefits of brochures
Brochures are still used across industries, which speaks volumes about their versatility as a marketing tool, as well as their enduring appeal.
While there are different brochure sizes, the purpose remains to inform, engage and connect with your audience. Here’s what makes brochures so valuable for businesses:
- Brand awareness: Brochures don’t just introduce your brand, they help build brand awareness and perception. They make sure your target audience knows the exact message you want to tell.
- Boost sales: Brochures can act as silent salespeople, offering detailed information about your products or services, including features, benefits and pricing.
- Build trust: When potential customers make informed buying decisions, it increases trust in your brand. Increased trust can then lead to increased sales and customer loyalty.
- Provide guidance: Brochures make fantastic instructional tools. Whether it’s a map, a how-to guide or step-by-step instructions, a brochure makes sure your customers have the essential information they need.
- Tell a brand story: Brands, especially those with rich histories or unique value propositions, can use brochures to share their story, communicate core values, and foster deeper understanding and connection with their audience.
What makes a brochure effective?
Every brochure has a purpose. Whether that purpose is to inform, promote or persuade, a well-designed brochure should engage your audience and leave a lasting impression. To be effective, your brochure should:
- Communicate your message clearly and precisely.
- Use straightforward, easy-to-understand language so your audience quickly grasps your message.
- Incorporate appealing visuals that are aligned with the text and context.
- Use photography, graphics and white space to enhance your message, making the content more digestible and engaging for your audience.
- Speak directly to its target audience, recognizing their needs, preferences and challenges.
- Include a clear call to action that tells the reader what to do next, whether that’s visiting your website, making a purchase or attending an event.
Effectively, a standout brochure should inform and inspire action, designed with its audience in mind. For more inspiration, check out these great brochure examples.
Brochure sizes vs flyer sizes: choosing the right format
When businesses find themselves weighing up whether they need a brochure or a flyer, the answer usually comes down to size, content and distribution.
Brochure sizes support folded layouts and multiple panels, making them better for structured messaging and detailed content. Flyer sizes are typically single-page formats designed for speed, volume and visibility. If your content needs hierarchy, narrative or sequencing, a brochure is usually the better choice. If your goal is increasing brand awareness quickly or mass handouts, flyers are often more effective.
When to use a brochure vs a flyer
- Use a brochure when you’re sharing detailed information, guiding readers through multiple sections or distributing via your brick-and-morter store.
- Use a flyer when your budget is smaller, distribution volumes are higher or your message can be easily understood at a glance.
Use this brochure and flyer size guide to compare sizes. It includes brochure dimensions mm, inches and pixels, and lays out flyer dimensions in inches, so you can choose the best brochure or flyer size.
Brochure sizes explained
Standard brochure sizes
Standard brochure sizes vary by region, but typically align with U.S. print standards. Each size affects folding options, postage compatibility and how easily content can be read when held at arm’s length.
- 8.5” × 11” (Letter size) is commonly used for service overviews, company profiles and promotional handouts. It supports standard folding formats, compatible with direct mail and in-store distribution.
- 8.5″ × 14″ (Legal size) provides extra vertical space, useful when content needs more room without increasing the width. This size works well for detailed service and price lists, takeaway menus or multi-section promotions, popular for counter distribution.
- 5.5″ × 8.5″ (Half letter) is compact and cost-effective, making it ideal for short product summaries and event handouts. Its smaller format limits content volume but helps reduce print and mailing costs.
- 11″ × 17″ (Tabloid) offers significantly more space for visuals and structured layouts, commonly used for product catalogs, maps, programmes or high-impact promotional materials.
- A4 (8.3” x 11.7”/210 × 297 mm) is an international standard brochure size that works well for tri-fold and bi-fold layouts. It’s used for menus, event programmes, product brochures and mailing inserts.
- DL (3.9” x 8.3”/99 × 210 mm) is a slim and compact international standard brochure size, ideal for direct mail, counter takeaways and price lists. The narrow format limits content volume, so DL works best for short, focused messaging and content designed to be read quickly.
Non-standard brochure sizes
Non-standard brochure sizes are used when visual impact or extra space matters more than print efficiency.
- Larger brochure formats, such as A3 (11.7” x 16.5” / 297 x 420 mm) or oversized rectangular brochures, provide more space for imagery, longer brand narratives and product catalogs.
- Square brochure formats, such as 5.8” x 5.8” or 8.3” x 8.3”, are increasingly popular for modern branding and creative campaigns.
While these brochure sizes stand out visually, they can cost more to print and distribute, making them best suited to premium promotions or limited runs. Larger formats work well in-store or at events but are less practical for mailing.
When flyer sizes work best
Flyers are designed for speed, simplicity and distribution at scale. If your message can be understood in seconds, a flyer is often the smarter and more cost-effective choice.
- A5 flyers (5.5” x 8.5” / 148 x 210 mm) are popular for event promotions and menu handouts.
- A4 flyers (8.5” x 11” / 210 × 297 mm) provide more space.
- DL flyers (3.75” x 8.25” / 99 × 210 mm) work well for price lists or limited-time offers.
- Square (5.8” x 5.8” or 8.3” x 8.3”) and custom flyer sizes (4” × 6”) are popular for modern branding but may cost more to distribute.
Use this guide to compare brochure sizes and flyer sizes side by side and choose the format that fits your message and distribution needs.
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Infographic title: Brochure sizes vs flyer sizes: inches, mm and pixels
Brochure sizes to include:
- 8.5” × 11” (Letter size)
- 8.5″ × 14″ (Legal size)
- 5.5″ × 8.5″ (Half letter)
- 11″ × 17″ (Tabloid)
Flyer sizes to include:
- 5.5” x 8.5”
- 8.5” x 11”
- 3.75” x 8.25”
- 4” × 6”
- 11″ x 17″
- 8.5 x 14″
4 different types of brochures
When you picture a brochure you might think of the classic tri-fold brochure or a simple bi-fold brochure. But there are actually a number of different types of brochures, each with its own set of uses and advantages.
1. Bi-fold brochures
With one fold creating two panels on each side, the bi-fold brochure is the most simple option. Bi-folds are great for highlighting a clear distinction between two segments or topics. They’re often used for restaurant menus, product catalogs or for extra space for images.
Bi-fold brochure sizes are:
- 9” x 8”
- 8.5” × 11” (Letter size)
- 11″ x 17″ (Tabloid)
2. Tri-fold brochures
A tri-fold brochure has six panels, three panels on each side, giving the feel of a narrative. Tri-folds typically use standard brochure sizes like 8.5” × 11” to ensure structured readable panels or to present information sequentially, making them a popular choice for promotional materials, service lists or informational guides.
Tri-fold brochure sizes are:
- 8.5” × 11” (Letter size)
- 8.5” x 14″
- 9” x 16”
3. Gate-fold brochures
With a central panel flanked by two smaller ones, there’s a certain grand reveal to opening a gate-fold brochure, which makes them perfect for highlighting a product, discount or brand offering.
This brochure format is often used for luxury products, high end services or special announcements, where the centerpiece needs maximum visual impact. Because gate-folds require larger brochure sizes, they’re best suited to premium print runs rather than mass distribution.
4. Z-fold brochures
The accordion of the brochure family, each panel of a Z-fold brochure folds in the opposite direction of the previous. This is a great choice for guiding readers through interconnected yet distinct sections.
Z-fold brochures work particularly well for instructional guides, timelines or processes with a clear, linear flow. Standard brochure sizes like 8.5” × 11” allow enough panel width to keep content readable once folded.
Print considerations for brochures
No matter which brochure size you choose, correct print setup is essential, helping to avoid rework, postage issues and reduce wasted print spend later on.
- Bleed: typically 3mm (0.125”) on all sides
- Trim & safe zones: keep text at least 5mm from edges
- Resolution: 300 DPI for all print files
Cost considerations: larger brochure sizes increase paper use, printing time and mailing costs.
How to create a brochure in 8 simple steps
Creating a brochure is a balance of strategy, content and design. From choosing the right brochure size to selecting a suitable fold, every design decision affects how your message is received and understood.
Step 1: Know who your audience is
First things first, you need to know exactly who your brochure is speaking to. Research the behaviors, preferences, challenges, pain points and needs of your target audience to ensure that your brochure’s message and design resonates with them.
Step 2: Define the brochure’s purpose
Clearly articulate the goal of your brochure. Is it an education tool? Or designed to promote your brand or your product? Are you persuading people to take action? By knowing your purpose, you can create a brochure that aligns with your business goals, ensuring every word and image has a clear direction.
Step 3: Gather the brochure content
Every word should be carefully chosen, each image should make sense alongside the text and each graphic should be well researched and visually pleasing. The key is to prioritize quality and relevance over quantity, ensuring that each element amplifies your brochure’s message.
Step 4: Pick your canvas
The format and brochure size you choose should be a direct extension of your content. Larger brochure sizes allow for more imagery and detail, while smaller brochure formats work better for concise messaging.
Step 5: Design your brochure
Effective brochure design isn’t just about aesthetics; it’s about functionality, readability and how content flows across folds and panels. You need a good visual balance between text and visuals, making sure that you’re creating a brochure that facilitates easy reading and understanding, while also engaging its audience.
Don’t cram images and text on the panels. Leverage white space as a design tool, allowing each design element to breathe.
Step 6: Pick images and graphics to include in your brochure
Images and graphics help create an eye-catching brochure that grabs attention and emphasizes your message. Prioritize image quality and resolution, especially when images are viewed up close. Make sure all images make sense alongside the text, provide additional understanding and spark emotion.
Step 7: Communicate your branding
Your brand identity should be clear in your brochure, ensuring consistency across wider print and digital marketing materials. The final brochure design step is to incorporate brand elements like colors, logos and typography, making sure they complement rather than compete with your content.
Step 8: Proofread and test print
You have your audience in mind, copy that amplifies your message, images that shine and on-brand design. But before you print, check that grammar is correct, formatting is consistent across panels and all information is accurate. A well-designed brochure will look professional, strengthening your brand’s reputation.
Step 9: Print your brochure
Now it’s time to bring your brochure to life in print. This step is as important as the design itself. After all, even a well-designed brochure can look unprofessional with poor printing.
Here are some brochure printing tips to make sure the final product looks great:
- Paper quality: High-quality paper complements your design. Choose thick and sturdy paper for a luxurious feel, or lighter paper for easy distribution.
- Quantity: Think about your distribution strategy. Are you handing your brochures out at a large event? Or are they for specific customers? Print according to your needs, but always have a few backups, just in case.
- Finishes: Consider matte for a subtle, modern feel, glossy for high-contrast images or linen for a tactile dimension. The right finish can make your brochure more memorable.
- Professional printing: If your budget allows, professional printers have the expertise and equipment to make sure your printed brochure is effective. They can advise on color accuracy, bleed margins and other technical printing considerations.
Print brochures for effective marketing tools
Brochures are the bridge between your brand and your audience and between ideas and understanding. When designed with purpose, brochures become powerful business tools that resonate, not just design assets.
Brochure sizes FAQs
What are the most common brochure sizes worldwide, and how do they map to U.S. sizes?
In the U.S., 8.5” × 11” (Letter size) is the most common brochure size. It aligns with the ISO A-series A4 (210 × 297mm) size, with nearly identical usability and folding options. This is the most common size globally.
What size brochure works best for a tri-fold or bi-fold?
U.S. Letter size (8.5” × 11”) is the most reliable brochure size for tri-fold and bi-fold layouts, as it provides balanced panel widths and clean folds.
When should I choose a flyer instead of a brochure?
Flyers work best when your message is short, your budget is small or you need mass distribution. Brochures are better suited to detailed storytelling, narratives or structured information.
What print setup specs matter most for brochures and flyers?
When printing brochures, consider bleed, safe margins and image resolution. Incorrect print setup can lead to cropped content, blurred images or higher reprint costs.