Brochures vs. Booklets: Which One Is Better?

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Brochures and booklets both play a role in marketing a business.

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Last Updated on August 25, 2023 by Packoi Team

In fact, statistics show that travel industry brochures play an important role in triggering wanderlust in people. In the absence of working Wi-Fi or the Internet, people rely on printed marketing materials to guide them on their journey and educate themselves on what the local businesses have to offer.

This is powerful evidence of how important printed marketing tools are to your target audience. But with all the types of materials that you can print product information on, which one is the best?

In this article, you’ll learn more about two specific types of printed materials: brochures and booklets. You’ll get in-depth knowledge of how they differ from each other and the best way to choose which one to use for your business.

What Are Brochures?

A brochure is a single sheet of printed paper. These printed marketing materials look like they have several pages, but in truth, they’re just one sheet folded in different ways to create two or three panels.

For instance, bi-fold brochures are horizontal papers that are folded in half vertically. Tri-fold brochures are folded to create three panels, with the two sides folded over the middle panel.

These printed materials use a thicker type of paper to make them more durable. Luxury brochures use glossy paper to make them look sophisticated.


There are many ways to design brochures. However, the defining characteristic of this printed marketing tool is its ability to send an impactful message despite its compact size. It’s only meant to capture the attention of your market.

It’s important to remember that brochures are only meant to provide a snapshot of information about your product or brand. All the key points, product descriptions, highlights, calls to action, and contact details should be concise.

Benefits of Using Brochures

Think of this scenario. You’re at a trade fair, walking from booth to booth. You’re busy looking around when a person hands you printed material about their business. You give it a quick scan before you decide if you want to stop at the booth to learn more.

That’s the summary of how brochures work. They are perfect for situations where you only have a limited amount of time to capture the attention of your target audience. If they’re not impressed at first glance, you’ll lose them.

When you use brochures, you get the following benefits.

Clear and Concise Messaging

Brochures only leave you with a limited amount of space to put information. This forces you to choose only the essential and key points about your company’s products. You’re also forced to be more intentional with every detail.

The result is clear and concise messaging that’ll have a huge impact on the people reading it. With just a glance, they’ll know if you have what they need or not. It’ll save you time, and it’ll help bring the right people to you.

bi-fold brochure

Easy to Handle

The small and thin size also makes it easy to distribute brochures to potential customers. It won’t be hard to carry or display them.

If you’re at trade shows, it’ll be easy to bring them around to give to people you meet. Even if people pass you by, they won’t feel that the brochure is a burden to carry. There’s a higher chance that they’ll carry it around until they’re ready to look at it.

If you use the bi-fold brochure, people can even look at it while walking. Even the tri-fold brochure can be easily handled.


The lack of several pages will also make brochures a more cost-effective solution for your printed marketing materials. The single sheet means there’s no need for a binding method.

The fewer pages also mean you won’t need a lot of ink to print on them. Producing the brochures and delivering them will be easier as well, which means you’ll get them faster and it won’t cost a lot to ship.

What Are Booklets?

Now let’s move on to the next marketing material: booklets. As the name suggests, these are small books that have fewer pages compared to typical books. But if you compare it to brochures, it’s still more than one page, so that’s where the main distinction lies.


Because of the multiple pages provided by booklets, you’re free to put in more details about your company and products. You can have separate pages to describe the different offers that you have for your target market.

While those pages might seem like you need to pay extra for a binding method, that’s not always necessary. There are unbound booklets that are effective for marketing businesses. Just make sure you put page markers so people won’t get confused in case the booklet falls apart.

Benefits of Using Booklets

What’s great about using booklets is that you have more pages to work with. You can provide in-depth information about what your brand represents.

When it comes to catching the attention of your audience, the booklet’s cover can do that. Use an eye-catching design so customers will be interested in your booklet—at least enough to make them open it.

Once they open the booklet, the following benefits will become more evident:

Have Multiple Pages

What can you do if you have more than one page to present your products and brand? A lot!

This is the benefit of using booklets for marketing purposes. The ample space provided means the booklets do more than just capture the attention of the potential customer. You can use it to take them on a journey of understanding so they can decide whether to patronize your brand or not.

You have the space to convince customers to know, like, and trust your brand. You can give them a narrative of your story and the values that you hold dear. Booklets give you a platform to show the connection that customers have with you.

booklet product page

Educational Marketing Materials

You can also use your booklet to educate customers about your products. You have all the space to put in even the technical specifications. When they browse through several pages, customers will know more about your product.

The more they know, the more confident they become with their buying decisions. They won’t have to spend time looking for more information. You can educate them then and there so they can make an impulse buy.

Sometimes, you can even use booklets to educate your market about the pain points that they have. Even if you don’t directly promote your product, providing them with an educational piece will build your reputation as an expert. This can help build their trust in you.


With all the information you’ll find inside a booklet, it makes them look more valuable than mere brochures. This is especially true if they can provide relevant information and professional advice.

Booklets are better suited for brands that are trying to send a message and build a reputation in their industry. The in-depth data provided on the pages will give customers more reasons to trust your brand over your competitors.

3 Considerations When Choosing Between Booklets and Brochures

Now that you know more about brochures and booklets, the questions remain. Which of the two is best suited for your business?

Without a doubt, both of these materials are effective in marketing and promoting your business. Both can help increase your sales.

Booklets and Brochures

To understand what printed material will work best for your brand and products, consider three important things: who you’re marketing to, what the purpose is, and how much your budget is.

Target Market

The first thing that you want to consider is the target audience. Who are the potential customers that you want to convert into paying ones?

You have to think about what information they need from you in order to make a buying decision that works in your favor.

If you’re targeting people who take time to get to know products and services before they buy, then you’d want to go with booklets. But if your target market is too busy or can only make impulsive buying decisions, brochures may be the best option.

Ultimately, knowing who your target market is will give you clues on what to put inside the printed marketing tools. So this is a consideration that you need to think about carefully.

Purpose or Event

Another crucial consideration is the purpose or event that requires you to distribute these materials.

If you’re going to use it for trade fairs, you’ll probably need both brochures and booklets. You might also need to distribute pamphlets. Reserve the brochures for the people passing by. The pamphlets can be for those who show interest. The booklets can be reserved for those who are willing to sit down and discuss business with you.

For product launches, you might want to use booklets during the event. People who are at the launch are already interested in what you offer. What they need is more information so they can make a buying decision.


Finally, your budget will dictate which of the two is ideal. Since you’re running a business, you have to be practical with what you can afford.

brochure with QR code

Because of the number of pages, booklets are more expensive than brochures. If your budget is tight, invest in a brochure first. You can always add a QR code or a link to your website so people can find more information if they’re interested.

But if your budget can afford it, invest in both. Having a brochure and booklet can help you market to your audience, regardless of where they are in the buying journey.

Are You Looking for a Brochure or Booklet Printer? Packoi Printing Is Ready to Assist.

Both brochures and booklets are effective marketing tools that can promote your products and brand. It’s wise to invest in both, but if the budget can’t afford it, that’s okay. Consider your marketing priorities so you can invest in the right tool that’ll help you increase sales and grow your business.

If you’d like to know more about these two marketing materials, Packoi Printing is here to help. We’ve been printing catalogs, brochures, booklets, and various printed marketing tools for years. We can give you sound advice on what course of action to take.

Give us a call so we can discuss it further. We’ll give you a fair quote as soon as possible.

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Hey there, I’m Shelly!

I really enjoy the packaging and printing industry because my work makes my clients’ products more beautiful and enjoyable. If you have any questions about packaging and printing, feel free to contact me!

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