Folded leaflets are a great way to communicate what your business is about and what you offer, providing ample space to tell your brand story. If you’re wondering how to make a folded leaflet, follow these eight steps to create a communication and conversion tool that showcases your business or product in the best light. This article will explain what to include in a folded leaflet, outline folded leaflet layouts and run you through a step-by-step guide so you can create a professional, print-ready folded leaflet that represents your brand and effectively converts.
- A folded leaflet is a printed marketing material designed to convey information about products, services or a brand to a target audience.
- Defining its purpose and audience will guide your folded leaflet design and messaging. Knowing who you’re speaking to will help tailor your folded leaflet content to their interests and needs.
- Choose between bi-fold, tri-fold or Z-fold folded leaflets based on how you want to present your content and which key points you want to highlight.
- Use high-quality visuals and engaging text to ensure your folded leaflet’s message is clear and engaging.
- Consider print specs like bleed, resolution and paper quality to save money and build brand credibility.
What is a folded leaflet?
Folded leaflets are folded sheets of paper that contain text, images, graphics and other visual elements designed to inform, engage and persuade the reader. These printed marketing or promotional materials are used by businesses and organisations to convey information about their products, services or brand to a target audience.
Business folded leaflets serve various purposes, including:
- Marketing and promotion
- Information dissemination
- Event promotion
- Educational materials
- Brand awareness
- Sales support
Elements of a folded leaflet
To create a business folded leaflet, before you get started with folded leaflet design, you need content.
Cover page content
The cover page of your folded leaflet is where you start building that all important first impression. Include:
- A catchy headline or tagline: Pique curiosity and get potential customers interested in your brand.
- High-quality visuals: Choose relevant images or graphics and make sure they’re not low resolution.
- Your logo: Print your company logo front and centre in the highest resolution possible.
Don’t yet have a logo? Read our article on how to choose a logo for your business and check out our logo design services.
Images
Include high-resolution images of your products or services and maybe even one of you or your team.
Inside copy (text)
Keep folded leaflet copy concise to keep readers engaged and not overwhelmed. You could include:
- Intro/About us: A short overview of your brand, mission or values.
- Services or products: Clear descriptions of what you offer, supported by visuals.
- Benefits: Focus on how your offering solves problems for customers or meets their needs.
- Testimonials (optional): Short quotes or testimonials from satisfied customers or clients to build trust. Social proof can help reassure readers that your products or services deliver genuine benefits.
- Team (optional): Include brief profiles, expertise and roles of key team members to humanise your brand. Build even more trust with photos of your team, putting a face to the name.
How to make a folded leaflet step by step
Bring your business folded leaflet to life by following this step-by-step process.
Step 1: Define the goal of your folded leaflet
Identifying and understanding your folded leaflet’s goal and purpose helps emphasise its key message, ensure its effectiveness and ensure that it resonates with its target audience.
Possible folded leaflet objectives include:
- Promoting a particular service, highlighting its unique benefits.
- Introducing a new product and its features to your audience.
- Providing information about your business or organisation, such as its history, mission or values.
- Providing details about an upcoming event and encouraging people to attend.
Every design choice, from the fold type to colours used, should support your objective and guide readers toward your desired action.
Step 2: Understand your target audience
To better understand how a folded leaflet can help you achieve your business goals, it’s important to know who your target audience is, what their needs are and what appeals to them.
Before moving on to folded leaflet design, figure out:
- The specific demographics of your folded leaflet’s target audience.
- The key problems or challenges they face that your product or service can help solve.
- What information your audience needs to know and questions they need answered.
- The tone of voice that appeals to your audience: formal, informal, friendly or professional?
- Your audience’s needs and incentives. Perhaps they are driven by discounts or convenience?
- Where your audience is most likely to find and engage with your folded leaflet, whether in-store, by post, via other local businesses or handed out at events and trade shows.
Step 3: Plan the folded leaflet layout
With your content prepared, it’s time to create a clean and easy-to-read folded leaflet layout. This is where folded leaflet design principles come into play; achieving an effective folded leaflet layout will help to engage your audience and convey your message clearly.
Create clear information hierarchy
Establish a clear information hierarchy. Identify the most important pieces of content and arrange them logically. Use headlines, subheadings and body text to guide readers through the information. Organise content so readers naturally flow from most important to supporting details. Use size, colour, whitespace and positioning to create visual hierarchy. Headers should clearly signal topic changes, and key benefits should stand out from body copy.
Implement a grid system
For visual consistency, use a grid system as the foundation for your folded leaflet layout. This grid will help you align text and images. Think of it as the invisible structure that keeps everything in place.
Craft smooth page transitions
Consider the flow of your pages – ensure that readers can easily follow the logical sequence of information as they progress through your folded leaflet. Keep in mind how your layout will appear when the leaflet is folded, making sure the important content stays visible on each panel to create an easy-to-follow reading experience.
To make your folded leaflet copy more engaging:
- Divide text into paragraphs: Break up your content to enhance readability and engage readers.
- Try to connect with your reader: Use second-person pronouns like ‘you’ to directly engage the reader and create a more personal feel.
- Use an active voice: Writing actively rather than passively will enhance readability. For example, ‘We’ll print your folded leaflet within three business days’.
- Keep it brief: To ensure your folded leaflet’s message is impactful, convey essential information clearly and succinctly while avoiding unnecessary details.
Create text boxes and image frames
Text boxes for written content and image frames for visual elements create a neat look, while consistent spacing and alignment will give your folded leaflet a professional feel. Boxes and frames mean your folded leaflet doesn’t look cluttered and the information is presented in easily digestible chunks.
Strike a balance between text and visuals
Avoid overwhelming readers with an excessive amount of text or images on a single page. Strive for a balanced layout where text and visuals work harmoniously to convey the folded leaflet’s message effectively.
Step 4: Create the folded leaflet content
Start creating your folded leaflet’s content. Effective folded leaflets balance visual appeal with important information.
Maintain brand consistency
Use brand colours, fonts, logos and visual style consistently throughout your folded leaflet to build recognition and reinforce professionalism. Your folded leaflet should feel like a natural extension of your other marketing materials.
Use relevant, high-quality imagery
Each image should serve a purpose – use high-resolution images (300 DPI for print is recommended) that support your message. Poor image quality damages credibility and suggests low-quality products or services.
Avoid using stock photos and hire a designer to produce custom graphics aligned with your brand to stand out from your competitors.
For both text and images, ensure your folded leaflet’s content is on brand, relevant to the message you want to convey and accessible to your target audience.
Include clear calls to action
Every folded leaflet needs a clear next step. Whether you want readers to visit your website, call for a quote, make an appointment or visit your shop, make the CTA prominent and action-oriented. Place CTAs strategically, like on the back panel or at logical conclusion points within the inside content.
Step 5: Choose the fold of your folded leaflet
Understanding leaflet fold types is essential to ensure your folded leaflet serves your specific goals. Different leaflet folds create different reading experiences and information hierarchies. Bi-fold, tri-fold and Z-fold all offer distinct layouts and are best suited to different goals.
A bi-fold folded leaflet, consisting of two panels, is ideal for conveying essential information when you have limited content or want to focus on a single message, like a menu, about us or price list.
A tri-fold folded leaflet, with two folds and six panels, provides more space for content and balances visuals and detailed information. Tri-fold folded leaflets are great for product catalogues, event programmes and service offerings.
Z-fold folded leaflets are known for their eye-catching presentation. Zigzagging when unfolded, they reveal three panels on each side. This fold type is excellent for brand storytelling or to guide readers through a sequential narrative, like a journey or process.
Gate-fold folded leaflets feature two end panels that open like a gate to reveal a larger central panel. Gate-folds are excellent for product launches and premium brand experiences where the unfolding creates anticipation and emphasis.
Choosing the right fold depends on your content, objectives and how readers will interact with your folded leaflet:
- Use a bi-fold folded leaflet for simplicity, clarity and when you have a single, focused message
- Use a tri-fold folded leaflet for versatility, balance and step-by-step information presentation
- Use a Z-fold folded leaflet for impactful storytelling, sequential information or timeline narratives
- Use a gate-fold folded leaflet for dramatic product reveals, premium presentations or creating anticipation
Step 6: Customise a folded leaflet template
While you can design your folded leaflet from scratch, you don’t have to start from a blank page. Instead, browse VistaPrint’s ready-made folded leaflet design templates, pick the design best-suited to your goals and customise it to align with your brand identity.
Step 7: Prepare, test and print your folded leaflet
Preparing your folded leaflet correctly before printing ensures a professional result and helps avoid costly reprints. When creating a print-ready file, include a safe area, bleed and crop marks, making sure the design goes all the way to the edge, keeping important text and images inside the safe zone margins.
- Bleed: Extend background colours and images 0.125″/3.175 mm beyond trim lines to prevent white borders.
- Safe area: Keep important text, logos and design elements at least 0.25″/6.35 mm inside trim lines.
- Resolution: Use 300 DPI minimum for all images to ensure sharp print quality.
- Colour mode: Convert files to CMYK for accurate colour reproduction in print.
- File format: Export a print-ready PDF with embedded fonts and bleed.
Before placing a full print order, run a test print to check colour accuracy, paper stock, finishes and typos. Once approved, print your folded leaflet using a trusted professional printing service. Choose paper stock, size and finish based on how the folded leaflet will be distributed and how you want your brand to be perceived:
- Glossy finish: Best for folded leaflet with vibrant colours or photos, not ideal for text-heavy designs.
- Matte finish: Perfect for simple designs and high-contrast colour combinations.
- Uncoated paper: Easy to read and write on; uncoated paper is especially useful for event folded leaflets.
- Recycled paper: Recycled paper has a textured finish and is an eco-friendly choice for businesses.
Step 8: Track your folded leaflet’s effectiveness
Measure your folded leaflet’s impact through:
- Distribution tracking: Monitor how many folded leaflets are handed out at events, posted or downloaded.
- QR code analytics: Use unique QR codes to track website or landing page visits.
- Conversion metrics: Track how many recipients take your desired action, e.g. make a purchase, use a discount code, request a quote or make a booking.
- Response rates: Compare results across channels to see what’s working and refine your approach.
Digital leaflets and distribution
While printed folded leaflets remain powerful marketing tools, digital leaflets, such as e-brochures and interactive PDFs, can extend your leaflet’s reach and offer additional benefits:
- Email campaigns: Send e-brochures directly to prospective customers as part of email marketing.
- Downloads: Offer downloadable leaflets in exchange for email addresses to build your mailing list.
- Social media: Share leaflet PDFs on LinkedIn, Facebook or Instagram for follower engagement.
- QR codes on print materials: Bridge print and digital with QR codes that link to digital materials.
Digital and print leaflets work best together. Printed folded leaflets are great for customer interactions and events, while digital leaflets are easy to share with wider audiences. Folded leaflets can be shared as digital PDFs or interactive e-brochures alongside printed versions to extend reach and track engagement.
Create your professional folded leaflet today
Now you know how to find and appeal to your audience, choose the right fold type and master folded leaflet layout, you know how to make a folded leaflet that effectively communicates your message and drives results.
Effective folded leaflet design balances visual appeal with strategic communication, so start with a clear goal, organise information hierarchically and always test print before final production.
Folded leaflet design FAQs
How do I make a folded leaflet for my business?
To make a business folded leaflet, define its goal and audience, choose a leaflet fold style, layout and template, add high-quality images, write concise and engaging copy and include key information like services, contact details and a call to action.
What are the different types of folded leaflets?
The most common types of leaflet folds are bi-fold, tri-fold and Z-fold, each offering different panel configurations for presenting content in a visually appealing way. Types of folded leaflets also include brand materials, menus, service or price lists and event programmes.
What is the difference between a folded leaflet, flyer and pamphlet?
A brochure is a multi-page folded document used for detailed information, whereas a flyer is a single, eye-catching sheet used for quick promotions. A pamphlet is a small booklet focused on informing or educating audiences. Explore the differences between flyers, brochures and pamphlets in our guide.
What should I include in a folded leaflet?
Include your business logo, a catchy headline, high-quality visuals, contact details and a clear call to action. You can also include detailed information about your products, services or brand and customer testimonials.
What is the best size for a folded leaflet?
Choose a folded leaflet size based on your content length, distribution method and budget. We offer different folded leaflet sizes from A4 through to DL, perfect for more detailed content, and two different square size options.
Should I print my folded leaflet or share it digitally?
It depends on your marketing goals. Printed folded leaflets are great for in-person or in-store distribution, while digital leaflets are cost-effective and easy to share via email or on your website. Many businesses opt for both for maximum reach.
