A leaflet has to work fast — most people decide whether to read on within a few seconds, so the layout, headline and hierarchy matter as much as the offer itself. Leaflet design covers the artwork stage: working out what goes where, how the message is structured, and how the finished piece will fold and read in someone’s hand.

The design process usually starts with the offer or message itself — what does the reader actually need to know, and in what order? From there, headline, supporting copy, imagery and calls to action are arranged so the strongest point is seen first, with secondary detail following naturally as someone unfolds the leaflet. Colour and type choices are kept consistent with existing branding, so a leaflet reinforces recognition rather than looking like a one-off.

Production is considered from the outset too. A gate-fold leaflet reads very differently to a single flat sheet, and content that works well on one fold can feel cramped or oddly paced on another, so the fold format is usually settled early rather than adjusted after the design is finished. This avoids the common problem of a strong design having to be reworked once it becomes clear it doesn’t suit the intended format.

If you already have artwork ready and just need it printed, see our leaflet and flyer printing page. This page covers the design work itself.