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The versatile and cost-effective flyer is a print marketing tool used by small businesses to reach a wide audience as part of their marketing strategy. If you’ve ever wondered, “What is a flyer in business?” or “What is the purpose of a flyer?”, you’re in the right place.
In this article, we’ll explain what a flyer is used for, the elements of a flyer and different flyer types. We’ll also share practical tips on how to design a custom flyer. So, whether you’re promoting a sale, launching a product or planning an event, this guide will help you create a flyer for business that helps get the results you want.
- A flyer is a single sheet of paper used to promote events, products, services or ideas.
- Flyers have many benefits—they are inexpensive and easy to produce, highly visible, tangible, memorable and versatile.
- The most important elements of a flyer include an attention-grabbing headline, eye-catching visuals, accompanying text and a clear call to action.
- Flyers have specific marketing uses, like promoting sales, announcing events, launching new products, distributing coupons, highlighting special offers and promoting loyalty programs.
- To create an effective flyer, define your objectives and target audience, write engaging copy, design a balanced layout and ensure high-quality printing.
What is a flyer?
A flyer is a single-page, unbound piece of paper distributed to promote or advertise a specific event, product, service or idea. These inexpensive marketing materials are pocket-sized billboards designed to grab attention and communicate important information efficiently.
Source: Flyer design by YaseenArt via 99designs by Vista
The history of flyers
The history of flyers begins in the 15th century with Johannes Gutenberg’s revolutionary invention: the printing press, paving the way for mass communication. The earliest flyers were used to spread news and religious messages, making information accessible to the general public like never before. Think of it as the medieval version of going viral.
It wasn’t until the 18th and 19th centuries that flyers were used as a promotional tool by political movements and revolutionaries to spread their ideologies and rally support. The Industrial Revolution further boosted their popularity as businesses began to use flyers to advertise products and services to a rapidly growing urban population.
Flyer production became cheaper and faster with the advent of more advanced printing technologies in the 20th century—the golden age of flyers. The music and entertainment industries used flyers to promote concerts, theater performances and movies. Flyers became synonymous with nightlife, plastered on street corners and handed out in bustling city centers.
Source: 19th century American Theatre flyer for a live stage performance via AbeBooks
Are flyers modern marketing materials?
In our digital age, you might think flyers are as outdated as dial-up internet. But flyers have evolved, blending into physical and digital marketing strategies. Businesses still print and distribute flyers for local ads, direct mail campaigns and event handouts, while digital flyers are all over our inboxes and social media feeds, making it easier than ever to share important information with target audiences.
Key elements of a flyer
While flyer design allows for plenty of creative freedom, incorporating a few essential elements can make flyers more effective in achieving business goals.
Source: Annotated flyer with a coupon by Futuristicbug via 99designs by Vista
Incorporate these flyer design elements:
- Headline: The headline is the first thing people see, so it needs to pack a punch. For an attention-grabbing headline, use bold, large fonts. Be clear and direct, and think about what would catch your eye and make you want to learn more.
- Visuals: High-quality images and graphics capture attention, convey emotions and make your flyer memorable. Use visual elements relevant to your message, but don’t clutter the design. For business flyers, use your brand color scheme for brand consistency.
- Copy: When it comes to the written content, less is more. The text should be concise and engaging, delivering a clear message. Highlight the key details your audience needs to know, such as what you’re promoting, where and when it’s happening and why they should care. Include important contact information, like your phone number or email addresses.
- Call-to-Action (CTA): The CTA drives the reader to take the next step, whether visiting your store, attending an event, following you on social media or checking out your website.
To understand how to make a flyer for your business, check out the guide for tips.
The purpose of a flyer: What is a flyer used for?
Flyers are a popular marketing tool, thanks to their versatility and wide range of use cases. Whether promoting a sale or spreading the word about an event, flyers can effectively deliver your message.
Small businesses commonly use flyers to:
- Announce special promotions or discounts: Flyers are ideal for grabbing attention with limited-time offers or exclusive deals.
- Distribute special offer coupons: Attach vouchers to your flyers, providing extra incentive for customers to visit your physical or online store.
- Advertise events: Event flyers can generate buzz and draw a crowd to an event, launch party or grand opening.
- Raise awareness: Inform the public about your community initiatives and involvement or charity events to boost participation and brand perception.
- Showcase new products or services: Highlight new features and benefits of your latest offerings and product lines to attract interest and boost sales.
- Highlight seasonal offerings: Promote seasonal or holiday-themed products and services.
- Promote loyalty programs: Encourage customer loyalty by outlining the benefits and rewards of becoming a member or joining your loyalty program.
- Update customers about changes: Keep your customers in the loop about important business changes such as new hours, relocations or policy updates.
- Recruit new employees or volunteers: Spread the word about job openings or volunteer opportunities to attract the right candidates.
Source: Flyer design by Ariesta Designs via 99designs by Vista
Double-sided flyer to promote a portable cold storage solution business
Source: Recruitment flyer with QR code by Distinguish♐︎ via 99designs by Vista
Flyer types
Flyer examples are broadly split into two categories: digital and physical flyers.
Digital flyers are designed for online distribution via email, social media or websites. They are an eco-friendly, cost-effective way to reach a global audience instantly. Digital flyers are often used for quick promotions and announcements, and to engage with online communities.
Physical flyers are printed and distributed by hand, in the mail or in public places. Physical flyers are tangible, ideal for local advertising, direct mail campaigns and handing out in-store or at events. They can create a lasting impression and help businesses target a specific geographic area.
Promotional flyers
Designed to promote products, services or events, promotional flyers are eye-catching, with bold headlines, striking images and a clear call to action. Promotional flyers are used for sales, grand openings or product launches. For example, a flyer advertising a holiday sale with a 50% discount.
Promotional flyers advertising a holiday sale
Invitation flyers
Used for inviting people to events, invitation flyers typically feature event details, such as a date, time, location and RSVP information. These flyers are visually appealing to attract attendees. For example, inviting loyal customers to a product launch or a company workshop.
Invitation flyers promoting a craft day
Handbills
These simple, smaller flyers, typically handed out in person, are cost-effective and designed for quick distribution. Handbills often advertise local events, club promotions or political campaigns. For example, a handbill promoting a local competition.
Source: Handbill flyer design by tale026 via 99designs by Vista
Coupon flyers
These flyers include detachable coupons or discount codes, designed to drive sales and encourage repeat business. Coupon flyers can be used for promotional offers, special discounts or loyalty rewards. For example, a flyer with a 10% coupon code for a food subscription service.
Source: Coupon flyer design by MotivatedDesign via 99designs by Vista
Flyer vs brochure vs poster: What’s the difference?
When it comes to print marketing collateral, it’s easy to confuse flyers, brochures, pamphlets and posters because they do similar things. But understanding the differences, especially between a flyer vs brochure, can help you choose the best format for your marketing goals.
| Aspect | Flyer | Brochure | Poster |
| Size | Flyer sizes are generally smaller (4”×6” to 8.5”×11”) | Larger sizes, often folded (bi-fold or tri-fold, 8.5”×11” to 11”×17”) | Much larger sizes (11”×17” to 24”×36” or bigger) |
| Purpose | A concise, clear message to promote a business or event | Detailed information about a product, service or organization | Attracting attention from a distance, usually to promote a product |
| Design elements | Eye-catching headlines, concise text, bold visuals and call to action | Multiple panels for detailed content, text, images, charts or infographics | Large images or graphics, minimal text, attention-grabbing visuals, whitespace |
| Applications and uses | Promoting sales, local events and important business information | Distributed at trade shows, business meetings or in-store | Advertising concerts, festivals, large-scale events and products |
Flyer, brochure and poster print advertising
You’re not limited to just flyers, brochures or posters—there’s a world of print assets to explore. Check out our print marketing material guide to discover the options for promoting your business.
Benefits of flyers: Why does your business need flyers?
Here’s why businesses should incorporate flyers into their marketing strategy:
- Cost-effective: Flyers are inexpensive to print, making them one of the most cost-effective ways to promote a business, event or special offer.
- Easy to produce and distribute quickly: Flyers can be designed, printed and distributed quickly to large audiences, perfect for time-sensitive promotions.
- High visibility: Flyers placed in busy targeted areas can capture the attention of potential customers.
- Tangible and memorable: Physical flyers offer a tactile experience that digital ads can’t match, making them more memorable.
- Support local and wide-reaching marketing campaigns: Flyers are effective for local advertising but can also be mailed or handed out to reach a broader audience.
- Increased brand recognition and visibility: Flyers help build brand awareness and increase brand visibility.
Source: Flyer design by MotivatedDesign via 99designs by Vista
What makes a good flyer?
Sure, flyers offer tons of benefits—but to get results, you need more than just ink on paper. The best flyers are clear, compelling and made with design principles in mind. So, how can you make sure your flyer gets noticed by the people its message is intended for?
Write engaging flyer copy to capture attention and effectively communicate your message. Here are some tips:
- Tailor your language: Adjust your tone and language depending on the type of flyer and its target audience. For example, a flyer for a corporate event should be professional, while a flyer for a community fair can be more casual and fun.
- Use persuasive language: Use persuasive techniques like urgency (“Limited Time Offer”), exclusivity (“Members Only”) or proof (“Join Thousands of Satisfied Customers”) to encourage action.
- Focus on benefits: Highlight the benefits or value your audience will gain from your product, service or event. Make it clear why they should be interested.
- Adjust length based on flyer type: Tailor the length and detail of your copy to fit the specific purpose of your flyer. Informational flyers may require more detailed copy, while promotional or event flyers should be more concise.
Branded flyer with retail locations for a small business
Flyer design tips
These design tips will help create a flyer that grabs attention for all the right reasons:
- The right flyer size: From compact 4″ × 6″ handouts to spacious 8.5″ × 11″ layouts, the flyer size will determine how much information you can include and how your flyer will be distributed. Need something to post on a community board? Go bigger. Handing out promos at an event? Smaller might be better.
- A clear purpose: Every element of a flyer—headline, visuals, call to action—should support a specific marketing goal.
- Scannable information: People scan flyers, so focus on the what, when, where and how, delivered in as few words as possible. Use headlines and brief paragraphs to make your content easily scannable.
- Strong visual hierarchy: Your flyer needs to guide the reader’s eye from the most important information to the least, balancing visuals, whitespace and written copy so it’s easy to scan.
- Readable on-brand fonts: Choose flyer fonts that fit your message and reflect your brand. Bold sans-serif fonts work great for headlines, while clean serif fonts keep body text readable.
- A clear call to action: A well-designed flyer tells people exactly what you want them to do. Want them to visit your website? Say that. Want them to use a discount code? Make it obvious. Include one CTA and put it front and center.
- Professional-quality design and print: A professional look builds trust and shows your audience you mean business.
How to create a flyer for your business
Now that you know what separates a good flyer from a forgettable one, it’s time to bring it to life. The process is simpler than it looks, especially when you know how to design a flyer.
Before opening up a design tool, be clear about:
- The purpose of your flyer: Does it intend to drive foot traffic, promote a launch or offer a discount?
- Your flyer’s audience: Who is your flyer speaking to—and what will grab their attention?
Once clear on those, you can start working on the flyer’s content. When crafting your flyer copy, focus on clear benefits. Prioritize the most useful information—what your audience needs to know to take action. Then, build a layout that supports your message.
Not sure where to begin? Find inspiration in these flyer design ideas.
Source: Flyer design by Fi2 Design via 99designs by Vista
When designing your flyer, you have a few options:
- DIY: Design your flyer from scratch using design software like VistaCreate or Adobe Illustrator, offering full creative control.
- Use flyer design templates: Save time using flyer templates from VistaCreate or VistaPrint’s design template galleries. These templates are professionally designed and easy to customize.
- Hire a professional: If you’d prefer to delegate, hiring a designer ensures a high-quality flyer.
How to print your flyer
When you’re ready to print, check you’re using high-resolution images (300 DPI), set your design to the correct dimensions, and include bleed, margins and safe zones. Once the design is ready, save your file in a print-ready format like PDF using CMYK color mode.
If you have a quality printer and the right paper, printing your flyers at home can be convenient for small print runs and last-minute needs. However, home printers often lack the quality and consistency of professional printing, leading to lower resolution and color accuracy. Printing in bulk at home can also be time-consuming and costly due to ink and paper expenses.
For a more professional result, VistaPrint offers high-quality printing with quick turnaround times, affordable pricing and a range of customization options, including various paper types, finishes and sizes. Partnering with VistaPrint on your print project ensures vibrant colors and sharp details, giving your custom flyers a polished and professional look.
Flyers printed with VistaPrint
Ready to print and distribute flyers?
A very effective form of marketing collateral and an essential part of any marketing strategy, flyers are versatile, affordable and easy-to-produce promotional materials. From announcing events and showcasing new products to distributing coupons and raising awareness, business flyers communicate necessary information and a clear message to reach and engage large audiences.
Business flyer FAQs
What is a flyer?
A flyer is a single-page printed sheet designed and distributed to promote an event, product, service or idea. Its purpose is to quickly inform and persuade people to take action—whether visiting a store, attending an event or checking out a new offer.
What are the different types of flyers?
There are promotional flyers, event flyers, informational flyers, invitations, handbills and coupon flyers. Each flyer type serves a different business goal, like increasing brand awareness or driving sales.
How are flyers different from brochures?
Flyers are typically single-page and straight to the point, whereas a brochure is a folded sheet of high-quality paper with more detailed information. Flyers are distributed casually to large audiences, while brochures are typically sent to targeted audiences or handed out to existing customers.
What is the best size for a flyer?
It depends on your goal, but the most common flyer sizes are 4″×6″, 5.5″×8.5″ and 8.5″×11″. Smaller flyer sizes are great for handouts, whereas larger sizes work well for bulletin boards or mailers.
How can I make my flyer stand out?
Start with a bold headline that speaks directly to your audience’s needs and use high-quality visuals that support your message. Stick to one clear call to action and choose a flyer font that’s both readable and on-brand. Want extra impact? Add a limited-time offer to create urgency.