The best leaflet size is the one that gives your message enough room to be clear without adding unnecessary production cost. A short promotion, a service introduction and a detailed menu do not need the same layout.
A5, A6 and DL are common options, but their different shapes affect how you arrange headlines, images and contact details. Choosing the format before understanding the content can leave you squeezing text into an unsuitable space.
Start with the customer’s next step. Decide what they need to know, then compare formats using an actual size proof. This guide explains the practical differences and the checks to make before placing a print order.
Understand the basic dimensions
A5 measures 148 × 210 mm. A6 measures 105 × 148 mm. A common DL leaflet size is 99 × 210 mm, although you should always confirm the printer’s product specification rather than relying on the name alone.
These are finished dimensions, meaning the size after trimming. Artwork may need additional bleed around the edges, and essential content needs a safe distance from the trim. The printer should provide the correct template and instructions.
Orientation matters too. Portrait and landscape versions can present the same content differently. Choose deliberately rather than assuming that rotating an existing design will preserve a comfortable reading order or leave enough space for the main offer.
When A5 can be a useful choice
A5 gives you more space than A6 for a service explanation, a relevant image and supporting evidence. It can suit a business that needs to explain more than a single short promotional message.
The extra room can improve readability if it is used well. You can separate the headline, offer and contact route without compressing them into one crowded panel. A double sided design can provide a natural division between introduction and detail.
However, more space is not an instruction to add every service you offer. An A5 leaflet can still become cluttered. Keep the hierarchy clear and make sure the additional content helps someone decide rather than merely filling the available page.
When A6 can work well
A6 is compact and can suit a focused message with limited supporting detail. Think of a clear introductory offer, a simple invitation or a concise reminder of a local service.
Its smaller area requires discipline. The headline, business identity and response route need priority. If the offer has lengthy conditions or several elements to explain, you may struggle to keep everything readable.
Do not assume a smaller format always means the best overall saving. Compare the actual print quotation and the effect on communication. A cheap leaflet that fails to explain the offer can be a poor investment. Remove unnecessary words before reducing text to an uncomfortable size.
When DL may suit the message
DL has a longer, narrower shape than A5 or A6. That can suit a vertical reading order, a compact service list or a design organised into clearly separated sections.
The format can also be useful for material intended to sit in a suitable holder or accompany other printed items. For household distribution, check that its shape supports your message rather than choosing it solely for its appearance.
Pay attention to line length and image cropping. A design created for a wider page may feel cramped when transferred directly to DL. Rework the layout around the actual shape so headings, photographs and contact details remain balanced and easy to follow.
Decide whether the leaflet needs folds
A folded leaflet offers additional panels and can help organise a menu, several service categories or more detailed information. It also introduces a sequence: the reader sees some panels before opening the rest.
Distinguish the flat size from the finished folded size when requesting quotations. A product described by its finished dimensions may start as a larger sheet. Confirm the fold type and panel arrangement with the printer.
Use a physical mock up before approval. Fold a sample to check that the front cover makes sense and essential contact details remain easy to find. Keep text away from folds and follow the supplier’s panel template rather than dividing the artwork by guesswork.
Choose paper to support the job
Paper weight is usually described in gsm, or grams per square metre. It is a measure of weight relative to area, not a complete description of thickness, stiffness or quality.
The right choice depends on the format, use and budget. A leaflet designed to be kept may benefit from a different feel than a short lived promotion, but heavier paper does not automatically produce more enquiries.
Ask for samples when possible. Compare readability, handling and how images look on the proposed stock. Also check the distributor’s requirements before choosing an unusual or heavy format. Production and delivery need to work together rather than being planned as unrelated purchases.
Let the content decide how much space you need
Prepare the core message before finalising the format. Identify the headline, essential explanation, genuine evidence, offer conditions and call to action. Then see how they fit at a comfortable reading size.
A single service might work on a simple flat leaflet. A takeaway menu may need more room because customers need to compare choices and understand how to order. Those are different information tasks, even if the distribution area is the same.
If the layout feels crowded, first review the content. Move nonessential detail to a relevant web page and remove repetition. If the remaining information still needs more space, choose a larger or folded format rather than hiding essential terms in tiny text.
Compare the complete production options
Ask for quotations using the same quantity, colour requirements and delivery arrangements. Note differences in stock, folding and finishing so you understand what changes the price.
Check whether artwork preparation and proofing are included. A lower printing price may not cover the support you need to produce a suitable file. Confirm how printed stock will reach the distributor and whether there are practical packing requirements.
Avoid ordering a large quantity purely to obtain a lower unit price. Consider how long the leaflet will remain accurate. Prices, offers or contact details may change, leaving unused stock even if the format itself was well chosen.
Check the format in real conditions
Print the design at actual size and view it without zooming in. Can you read the offer easily? Is the telephone number obvious? Does the QR code scan from the proposed size and position?
Ask someone unfamiliar with the business to explain what the leaflet offers and how they would respond. Their first reaction can reveal confusion that the designer no longer notices after hours working on the layout.
For leaflet printing and distribution, talk to our team about your message, target area and preferred quantity. Choosing the format around the campaign makes the final print order easier to justify.
Frequently asked questions
What is the best leaflet size for a small business?
There is no single best size. A5 offers room for explanation, A6 suits concise messages and DL provides a narrower layout. Choose the format that keeps your essential information readable and fits the campaign budget. Review the actual artwork rather than choosing on dimensions alone.
Is A5 bigger than A6?
Yes. A5 measures 148 × 210 mm, while A6 measures 105 × 148 mm. A5 provides approximately twice the area of A6. That extra space can accommodate more information, but it should still be used selectively so the main message remains easy to understand.
What does DL mean when ordering leaflets?
It commonly describes a long, narrow format around 99 × 210 mm. Product specifications can vary, so check the supplier’s exact dimensions and whether they refer to a flat or folded product. Use the correct artwork template before preparing a design or comparing quotations.
Does a larger leaflet get better results?
Not automatically. A larger format can make detailed information easier to present, but performance still depends on the message, audience and response process. Compare complete campaign results if you test formats, and avoid changing the offer and target area at the same time without recording those differences.
Should I choose the paper before designing the leaflet?
Discuss it early enough to understand production options and costs, but make the decision alongside the content and format. Ask for samples and check the printer’s and distributor’s requirements. Confirm the final specification before approving artwork so the design matches the material that will actually be produced.