Choosing Flyer Format and Paper: A Practical Guide

A flyer only works if it stays in someone's hand and gets read. Whether it manages that is often decided before the design even begins: by the format, the paper weight and the finish. This guide shows you how to choose a flyer format and paper that suit your use, so you can place your order with confidence.

Which flyer format suits your use?

The format determines how much content fits and where the flyer ends up: in a pocket, an envelope, on a counter or on a noticeboard. Our Classic Flyers come in the standard sizes, plus round, oval and custom shapes. A first orientation:

• A6: small and pocket-sized, ideal for vouchers, invitations to a club event or till-side discount offers.
• A5: the all-rounder for promotional flyers, for a shop opening, a village fete or a concert. Enough space for a strong image and the key details.
• A4: for information sheets, price lists or programmes with plenty of text.
• DL: the slim format for leaflets, which fits neatly into an envelope and any leaflet stand.
• Square, round or oval: stands out among all the rectangles, for example in hospitality, fashion or culture.
• Custom size: order flyers in your own size from 5.5 x 8.5 cm to 29.7 x 42 cm, from business-card size up to A3.

Above all, ask yourself how the flyer will be handed out. If you're posting it or delivering it by letterbox, A6, A5 or DL work well. If you're displaying it at a trade stand, in a shop or at reception, A4 or a square format give it more presence. And printing both sides doubles your usable space without a bigger format.

Flat flyer or folded leaflet: which to choose?

A flat flyer carries a single message. As soon as you want to show several services, a menu or a programme, a folded leaflet becomes clearer. The type of fold determines how your readers move through the content:

• Single fold: one fold line, four pages. Ideal as a mini product brochure, place card or invitation.
• Roll fold: 6 to 16 pages that open one after another. The classic choice for service overviews, team introductions and point-of-sale displays.
• Zigzag fold: 6, 8, 10 or 12 pages like an accordion, good for content that's read step by step.
• Gate fold: the panels open to the left and right and reveal your offer.
• Pyramid fold: with side tabs, for example as a menu card, so guests instantly find drinks, mains and desserts.

For postal delivery, folded leaflets with a self-adhesive seal stay securely closed. Want to keep a match schedule, a tournament bracket or a festival programme in your pocket? The pocket planner offers a folded mini format with a sturdy cover.

Paper weight: how thick should your flyer be?

Paper weight is given in grams per square metre. The higher the figure, the sturdier and more premium the flyer feels. For the Classic Flyers, the choice ranges from 60 to 500 g depending on the configuration, and for flyers on environmental and natural paper up to 580 g.

As a rule of thumb: light paper suits large-scale distribution and inserts, where weight and postage matter. For a classic promotional flyer and for leaflets, 130 g or 170 g matt art paper is a reliable choice, sturdy enough to hold and clean to fold. If you want your flyer to feel like a card, for example a voucher, a ticket or an invitation, it's worth choosing a card-like paper from the upper range, such as 300 g Gmund Used. A thicker flyer gets thrown away less often, because it feels like it's worth keeping.

Paper type and finish: matt, gloss or something special

Beyond the weight, the surface shapes the impression. Art paper is available matt or gloss: gloss makes photos and colours shine, matt looks calmer, more refined and reflects less light. Offset paper is uncoated and easy to write on, handy for reply slips or note fields.

If sustainability matters to you, there's recycled paper carrying the Blue Angel mark, chlorine-free bleached natural paper in cream, and eye-catching materials such as grass paper, hemp paper or kraft paper. Many papers are FSC® or PEFC certified depending on the configuration, with the logo placed automatically on request. For a striking look, designer and effect papers, pearlescent card or Gmund linen paper are also available.

Finishes provide the final touch. A water-based dispersion varnish protects the surface from dirt and abrasion and repels moisture, useful for flyers that stay on display for a while. Foil finishing, spot UV varnish, raised varnish or embossing draw the eye to a logo or title. Use effects sparingly: a single finished element has more impact than an entirely glossy surface.

Frequently asked questions about flyer format and paper

Which format suits a promotional flyer?

For most promotions, A5 is a good starting point: enough space for an image, the offer and your contact details, while still staying pocket-friendly. A6 suits vouchers and invitations, A4 or a DL leaflet suits more detailed information.

What paper weight is recommended for flyers?

For flyers and leaflets, 130 g or 170 g matt art paper is a safe choice. If you want the flyer to feel like a card, choose a heavier paper. The configurator shows which weights are available for your product.

Can I print flyers in a small run or in a custom size?

Yes. Many flyers and leaflets are available from 10 pieces, ideal for a test or a single event. In a custom size, you set the width and height yourself, and for folded leaflets in a custom size the price is calculated to the millimetre.

When should I order flyers for autumn trade fairs and the end of the year?

Demand for flyers peaks in autumn, when trade fairs, Christmas markets and end-of-year promotions all fall together. Plan your design and approval with some extra time as a result. The delivery time for your configuration is shown before you order.

From idea to delivery

Once you've settled on format, paper and finish, put your flyer together in just a few steps: you see the price in CHF instantly in the configurator and we deliver across Switzerland, from Geneva to St Gallen. You'll find every flat and folded design under flyers and leaflets. For a larger surface in a shop window or on a noticeboard, our posters are a good fit, and if you need more pages, take a look at our brochures.