Folded brochure or leaflet: choosing for the task
Consider a leaflet for one short offer and a folded brochure for a sequence across several panels. Choose by useful content and the reading situation. Extra folds or more expensive paper do not guarantee a response: start with a clear next step for the reader.
Give the piece one main purpose
Define the intended action: attend a demonstration, request a quotation, find a product or save a contact. For an invitation with a date, location and one offer, try a leaflet first. For service stages or a comparison of solutions, consider a folded brochure. This is an editorial approach, not a production rule. Test the draft with someone outside the project: can they identify the offer and contact route quickly?
Plan the reading sequence
Decide what belongs on the front and back of a leaflet. For a folded brochure, mark the cover, first revealed panel and final contact panel. Do not divide text into equal rectangles just for symmetry: folding may create an awkward sequence. Make an actual-size paper dummy, label the panels and open it step by step. This checks reading order, not the final colour or production stock.
Specify flat and finished sizes
Specify flat and folded dimensions, orientation, fold count and pattern. Include a sketch, especially where panels fold inward. Obtain a production template for the selected stock instead of deriving panel widths from a generic online template. Ask whether creasing is needed and where important elements should sit relative to folds. A leaflet also needs an exact finished size, for example to fit the intended envelope or holder.
Check the artwork and destination
Print at actual size to check small text and contrast. Open every link and test the QR code on a printout; the destination should work on a phone and contain the promised offer. Adobe’s PDF guidance covers linked images, fonts and preflight errors. Obtain export settings, bleed and colour profile requirements from the printer. Send a clearly versioned final PDF so a corrected contact detail does not remain only in the source file.
Compare the complete order and distribution plan
For a quotation, specify quantities by version, stock, printed sides, folds, finishes, packing and delivery address. Compare finished orders rather than sheet printing alone. If some copies go to a counter and others into bags, specify separate packing. There is no universal brochure-to-visitor ratio: estimate distribution scenarios and record leftovers so the next order can use actual consumption data.