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title: Brochures, leaflets, and flyers applies_to: [print, brochure, flyer, marketing] version: 1.0.0 last_updated: 2026-05 stability: stable

Brochures and flyers

Multi-page or folded marketing collateral. Read print-fundamentals.md first.

Categories

Type Pages / folds Use
Flyer / 전단지 1 page, single-sided or double Quick marketing message, event promo
Postcard 1 page, double-sided Direct mail, save-the-date
Bi-fold 1 sheet folded once → 4 panels Compact brochure, menu
Tri-fold 1 sheet folded twice → 6 panels Most common brochure
Z-fold 1 sheet zigzag-folded → 6 panels Step-by-step content
Gate-fold Outer panels fold inward → 4-6 panels Premium brand reveal
Booklet / 소책자 Multi-sheet stitched 8+ pages, catalog, magazine
Saddle-stitched Folded + center-stapled Magazines, programs

Pick by content volume + budget. Tri-fold is the workhorse.

Flyer (1-page)

Sizes

  • A5 (148 × 210mm) — most common Korean marketing flyer.
  • A4 (210 × 297mm) — when more content needed.
  • DL (99 × 210mm) — fits in letter envelope, slim.
  • A6 (105 × 148mm) — postcard size, mailable.

Layout

┌──────────────────────────────────┐
│        [HEADLINE]                │   ← biggest, top
│                                  │
│        [Visual / illustration]   │   ← supports headline
│                                  │
│   Sub-message                    │
│   - Bullet 1                     │
│   - Bullet 2                     │
│   - Bullet 3                     │
│                                  │
│   ── Footer ──                   │
│   [Logo] [CTA] [Contact]         │
└──────────────────────────────────┘

The headline does 80% of the work. If a passerby reads only the headline, they should know: 1. What's being offered. 2. Why they should care. 3. Where to act.

One message rule

A flyer is read in 3-5 seconds. One message. One CTA. Don't try to say five things.

✗ Bad ✓ Good
"여러 서비스 소개 + 특가 + 신규 가입 + 멤버십" "신규 가입 시 30% 할인"

Korean flyer conventions

  • Big, bold headline — Korean reads well in heavy weights (Pretendard 800-900).
  • Clear price / discount — Korean marketing leans on price clarity.
  • QR code or 카카오톡 채널 ID — primary call to action for digital handoff.
  • Date + location prominent for event flyers.

Bi-fold brochure

1 sheet of paper folded once = 4 panels (front cover, inside left, inside right, back cover).

Outer side (when closed):
┌─────────┬─────────┐
│         │         │
│  Back   │  Front  │
│ cover   │  cover  │
│         │         │
└─────────┴─────────┘

Inside (when opened):
┌─────────┬─────────┐
│         │         │
│  Inside │  Inside │
│  left   │  right  │
│         │         │
└─────────┴─────────┘
Panel Use
Front cover Headline + visual; one message
Inside left Story / feature 1
Inside right Story / feature 2
Back cover Contact, CTA, smaller closing message

Tri-fold brochure (the workhorse)

1 sheet folded twice = 6 panels. Most common marketing brochure.

Layout (A4 tri-fold, 99mm × 210mm panels)

Outer side (closed):                      Inside (opened flat):
┌──────┬──────┬──────┐                    ┌──────┬──────┬──────┐
│      │      │      │                    │      │      │      │
│ Inner│ Back │ Front│                    │ Panel│ Panel│ Panel│
│ flap │ cover│ cover│                    │  4   │  5   │  6   │
│  3   │  2   │  1   │                    │      │      │      │
└──────┴──────┴──────┘                    └──────┴──────┴──────┘

Reading order matters

Westerners + Koreans both fold open and read left → right. So: - Panel 1 (front cover): hook, brand identity. - Panel 4 (first inside panel after opening): opening message / "what we do". - Panel 5 (middle inside): features / details. - Panel 6 (right inside): deeper feature / second message. - Panel 3 (inner flap, visible when partially opening): bridge / CTA / preview. - Panel 2 (back cover): contact, address, closing CTA.

Each panel should make sense as it's revealed, not require the user to re-fold to interpret.

Inner flap consideration

Panel 3 is slightly narrower than the others (it folds inside, ~2-3mm shorter). Don't put critical content close to the inner edge of panel 3 — it'll be obscured by the fold.

Tri-fold mistakes

  • Treating as 6 separate pages instead of a flowing reveal.
  • Inner flap content too close to edge — gets folded under.
  • Front cover with no hook — flyer ignored.
  • Back cover with no contact — wasted space.
  • Gutter (fold lines) cutting through visuals — design across panels OR within them, not awkwardly cut.

Z-fold

Zig-zag folded — accordion-style. 6 panels read sequentially as user pulls open:

Panel 1 → Panel 2 → Panel 3 → Panel 4 → Panel 5 → Panel 6
[hook]    [problem] [step 1]  [step 2]  [result]  [CTA]

Use for: step-by-step processes, how-to guides, journey storytelling.

Booklet / saddle-stitched magazine

Multi-page (8+) folded + stapled at the spine.

Page count must be a multiple of 4

Saddle-stitched magazines must have page counts in multiples of 4 (each sheet of paper folds into 4 pages). Common: 8, 12, 16, 20, 24, 32 pages.

If you have content for 13 pages, you ship 12 (cut content) or 16 (add 3 blank/filler) — not 13.

Imposition

The print pages don't print in reading order. Page 1 prints next to page 16 (last page), page 2 next to page 15, etc. Most printers handle imposition automatically when given a print-order PDF, but for complex layouts: ask the printer.

Spread design

A booklet is read as spreads (two facing pages). Design spreads as a unit:

┌──────┬──────┐
│      │      │
│ Page │ Page │
│  4   │  5   │
│      │      │
└──────┴──────┘

Page 4 (verso, left) and page 5 (recto, right) form a unified visual. Don't design pages as isolated rectangles.

Gutter

The center fold has a gutter (5-10mm where the fold compresses content). Don't put critical content (text, faces) in the gutter — it gets eaten.

For perfect-bound (glued spine, like books): gutter is wider (10-15mm) because pages don't lay flat.

Margins (universal print)

For A4 brochure pages: - Outer margin: 12-20mm - Inner / gutter margin: 15-25mm (always larger; account for fold/bind) - Top margin: 15-25mm - Bottom margin: 15-25mm

Less margin = denser, more cramped. More margin = airy, premium-feeling.

Color in brochures

  • 4-color (CMYK) is standard.
  • Spot color (Pantone) + CMYK for brand-critical accents.
  • Color photography fits naturally; CMYK loses some vibrance vs RGB but it's expected.

For Korean glossy lifestyle brochures: high-saturation imagery, warm neutrals, brand-color accents. For B2B / financial: more restrained, off-white background, brand-color CTAs only.

Photography vs illustration

Photography Illustration
Authentic feel Branded feel
Date-sensitive Timeless
Higher production cost Predictable cost
Limited control Total control

Use photography for: - Real product photos (for product brochures). - Authentic team / story (for company brochures).

Use illustration for: - Abstract concepts (process, value). - Brand consistency across many pieces. - Avoiding stock-photo-cliché.

See knowledge/illustration/illustration-systems.md.

Typography in brochures

  • Headlines: 24-72pt depending on size + drama.
  • Sub-headlines: 14-18pt.
  • Body: 9-11pt for brochures (slightly smaller than letterhead because reading distance is closer when held).
  • Captions: 7-9pt.
  • Footer: 6-8pt.

Korean: Pretendard 600-700 weight for headlines, 400-500 for body. Don't go below 9pt for body.

For mixed Korean + English in body: Pretendard handles both at the same size, leading aside.

Production tips

  • Order quantities for flyers / brochures: 500-1000 minimum at most printers.
  • Cost per unit drops at 1000+ then again at 5000+.
  • Storage — printed brochures take physical space. Order what you'll distribute in 6-12 months; reorder as needed.
  • Revisions — every reprint is full cost. Lock content + design before printing.
  • Versioning — for multiple language versions: print as small batches, not all at once. Translation often has bugs that show only after first print.

Sustainability considerations

  • Paper choice: FSC-certified paper for environmentally-conscious brands.
  • Recycled content: 30%+ recycled paper available in most weights.
  • Soy-based ink vs petroleum ink — lower environmental impact.
  • Local printing — reduces shipping carbon.

For 2024+ Korean B2B: sustainability messaging is increasing. FSC certification on the brochure is increasingly expected by ESG-conscious clients.

Don't

  • Don't pack a brochure with content. White space sells.
  • Don't ignore the cover. The cover is what makes someone open it.
  • Don't design a tri-fold like 6 isolated pages. It's one continuous experience.
  • Don't put critical content in the gutter / inner flap fold.
  • Don't print before content is final. Reprints are expensive.
  • Don't use 4 fonts in one brochure. 1-2 max.
  • Don't ship without a CTA. What do you want the reader to do next?

Cross-reference