Flyers and brochures are two common printed pieces of material used for marketing; however, a flyer and a brochure are not the same thing. That is not to say that one is better than the other, but a brochure and a flyer both have different design principles and differ in their functions and purpose.
Flyers and brochures vary in their design and layout. A flyer is usually single-sided, containing bold, easy-to-read text that is straight to the point, complemented with an eye-catching image or design to draw attention to it. It is clear and concise, allowing the reader to quickly skim through to learn about what is being advertised.
A brochure, on the other hand, is very detailed. It contains many pages of descriptive information -- in contrast with a flyer -- and is double-sided.
A flyer can be printed in any size, though the standard sizing is 8-1/2-by-11 inches. Generally flyers are only printed on one side of the paper as opposed to both.
Brochures come in a variety of sizes. In most cases, it is usually a standard-sized paper that has been folded two to three times to create four to six panels or pages; therefore, it is able to contain a lot more information.
The purpose of a flyer is to promote an event, service or product, such as concerts, club or restaurant openings, limited-time discount offers for businesses or to advertise a new product. Flyers are usually distributed by hand to passers-by at various venues like malls and trade shows where there are a gathering of people who may be potential customers. A flyer is referred to as a throw-away piece since once read, it is usually discarded.
Brochures as designed to be kept as reference material; thus they are made from thicker, more durable paper. They contain detailed information and are commonly handed out as a follow-up reference after sales presentations, or displayed in racks at places such as banks or doctor’s offices. They are usually only picked up by parties interested in finding out more about the product or service being offered.
Flyers are relatively cheap in comparison to brochures. They are a cost-effective way to dispense information to large groups of people. They are usually printed on thinner paper than brochures and some may even be printed in black and white ink to further save on costs.
Brochures require more time and money to produce as they contain more information and are of a higher quality. They are made from durable paper, often coated with a type of sheen. Because of costs, brochures are not distributed as freely as flyers, but they serve their purpose well.