subject: Defining your terms: What is a Leaflet and what is a Flyer? [print this page] Defining your terms: What is a Leaflet and what is a Flyer?
What is a Leaflet and what is a Flyer? Is there any difference? Well, first things first, in the case of a "flyer" we don't mean: the pilot, aviator or person or thing which flies; nor do we mean the the fly of a flag, or one step in a flight of steps which are parallel to each other (as in an ordinary casement of stairs), as distinguished from a winder; nor do we mean the pair of arms attached to the spindle of a spinning frame, over which the thread passes to the bobbin. You know, I could go on; the english language is so fantastically homonymic that it hurts sometimes! What we DO mean, is of course, an advertisement (usually printed on a single page, one or twosided,) intended for wide distribution. The synonyms for this item are many, as in: leaflet, flyer, handbill, broadside, broadsheet, circular, throwaway.
All of these terms denote the same basic thing, the simple concept of which is the intention of something to be scattered abroad in great numbers, as in a theatrical programme, or a commercial advertising leaflet or a party political broadcast announcement, etc, etc.
For our purposes we will use the term "leaflet." Leaflets are simply there to do a very simple but very important job, they are there to get a key message across to as wide an audience as possible, within a limited size and amount of text and images allowable. They can vary in size from small postcard size, but if made too large, they can then lose their ability to be easily distributed in large enough quantities, let alone the considerations of increased prices, the more large scale you go. When you reach to A4 or more in size, then what you are really dealing with is a poster, which is similar in intent, but really is a different beast altogether. With a leaflet, you ideally want something that can contain and transmit the key message you have to lots and lots of people, wherever they may be. With a Poster, you are putting up a message and image in a "static" space, where the public comes to the poster; hence, the choice of locations for where you place your poster is of utmost importance; whereas with a leaflet you just need access to wherever there are lots of people.
The most usual size for a good and typical flyer is A6, (about postcard size); and the major fundamental principal when designing what to put onto your leaflet, is this: Keep it SIMPLE! This means not cluttering it up with lots of dense text, or for that matter, different images, whether of photo's, diagrams, or whatever. Cluttering up the space is a real turn off and must always be avoided! This also means though, ensuring that you have a good and clear idea of what the message is that you want to convey. Never, never, never try and save some printing costs by trying to cram in lots and lots of different messages all in the one space! Never, never, never, mix your message! Ensure that your leaflet clearly states what it is that is of value, where and how it can be obtained - and always make sure that it communicates a "call to action!" Follow these simple and basic guidelines and you will have the true and effective definition of what a leaflet, flyer, handbill, broadside, broadsheet, circular, throwaway, is!
