A flyer is a single, unbound sheet of paper used for mass distribution to communicate a message, announce an event, or promote a product. The dimensions chosen influence the campaign’s effectiveness, budget, design complexity, and distribution success. Understanding the various size standards is the first step in ensuring the final printed piece aligns with its marketing purpose.
Standard Sizes in North America
The North American standard for flyers is rooted in the ANSI paper size system. The most common size is the Letter format, measuring 8.5 inches by 11 inches, which is compatible with standard office printers and filing systems. This larger format offers maximum space for detailed information, high-resolution images, or extensive text, making it suitable for display on bulletin boards or as a comprehensive handout.
A more economical option is the Half Letter size, which measures 5.5 inches by 8.5 inches. This allows printers to maximize output and reduce material waste. Half Letter flyers are popular for event announcements or brief product launches where the message is succinct and portability is valued.
For budget-conscious or focused campaigns, the Quarter Page flyer is frequently used, measuring 4.25 inches by 5.5 inches. This makes it the most cost-effective to produce in volume. Quarter Page flyers are effective for simple promotions like coupons or reminders that require minimal content and are easy to hand out in high-traffic areas.
International Standard Flyer Sizes
Outside of North America, the ISO 216 standard A-series defines the most common flyer sizes using the metric system. The A4 size is the international equivalent to the US Letter format, measuring 210 millimeters by 297 millimeters (approximately 8.3 inches by 11.7 inches). A4 is the default choice for general correspondence and detailed promotional materials across Europe and much of the world.
The A-series operates hierarchically; cutting a larger size in half yields the next size down. For example, folding an A4 sheet in half yields two A5 sheets. The A5 size, measuring 148 millimeters by 210 millimeters (about 5.8 inches by 8.3 inches), is a popular, compact choice for promotional pamphlets and direct mail.
Smaller still is the A6 size, which measures 105 millimeters by 148 millimeters (roughly 4.1 inches by 5.8 inches). The A6 format offers high portability and is utilized for short, impactful messages or for creating a postcard-like handout.
Choosing the Right Size for Your Goal
Flyer size selection is driven by the amount of information to convey and the intended distribution method. Campaigns requiring detailed content, such as event schedules or product catalogs, benefit from larger Letter or A4 sizes. These formats provide ample space for complex layouts, multiple images, and necessary text, maximizing message clarity.
Conversely, simple promotions, like limited-time offers or directional maps, are best suited for smaller sizes like Half Letter (5.5″ x 8.5″) or A5 (5.8″ x 8.3″). If distribution involves handing out flyers in person or stacking them on a counter, a smaller size is easier for recipients to manage and carry. Letter size is generally preferred for posting on public bulletin boards, while smaller formats like A6 fit neatly into standard envelopes for mailing.
Budgetary constraints also play a significant role in size selection, as larger formats mean higher printing and mailing costs. Printing smaller formats, such as Quarter Page or A6, maximizes the number of pieces obtained from a single sheet of stock, making them more economical for high-volume distribution. For direct mail, choosing a size that fits a standard envelope avoids the added expense of custom postage or handling fees.
Related Formats and Their Common Dimensions
Beyond the standard sheet sizes, several specialized formats are used for promotional materials. Handbills are generally smaller than a standard flyer, designed for quick, direct distribution, and commonly measure around 4 inches by 6 inches. Their compact size makes them ideal for targeted street-level marketing or placement in tight spaces.
Postcards are typically printed on thicker card stock rather than standard paper. Common dimensions include 4 inches by 6 inches or 5 inches by 7 inches, providing durability and a premium feel for announcements or invitations. This thicker material distinguishes them from traditional flyers, which are optimized for low-cost, high-volume printing.
Rack Cards are characterized by their tall, narrow, vertical orientation, designed to fit into display racks found in hotels, tourist centers, and retail counters. A common size for this format is 4 inches by 9 inches, though variations like 3.67 inches by 8.5 inches are also used.