Pamphlet vs brochure: the difference and when to use each

A pamphlet is a small printed publication, either a folded sheet or a few pages stapled together, that gives information about one topic. A brochure is a printed marketing piece, usually a folded sheet, that promotes a business, product or service. The two often look alike, and the main difference is purpose: pamphlets inform, while brochures sell.

To price either format, see our brochure printing and booklet printing pages.

What is a pamphlet?

A pamphlet is a short, unbound publication with a soft cover or no separate cover at all. Pamphlets have long been an inexpensive way to share information, from political essays to public health notices. UNESCO defines a pamphlet as a non-periodical printed publication of at least 5 but not more than 48 pages, not counting the covers, although most people use the word more loosely.

• Typical purpose: education, public information, instructions, advocacy or community news.
• Typical formats: a folded sheet, or a small saddle-stitched booklet such as 5.5 x 8.5 in.
• Typical users: clinics, schools, nonprofits, government offices, churches and community groups.
• Typical style: factual and text-heavy, with fewer images than a brochure.

What is a brochure?

A brochure is a promotional piece designed to present a company, product, service or event. Brochures are usually printed in full color with photography and a clear call to action, such as a phone number, website or order form. Most brochures are a single sheet folded into panels, and longer ones can be bound as booklets or catalogs.

• Typical purpose: sales, marketing, trade shows and customer information.
• Typical formats: tri-fold and bi-fold brochures on 8.5 x 11 in or 11 x 17 in sheets.
• Typical users: businesses, hotels, real estate agents, medical practices and event organizers.
• Typical style: persuasive, with strong images and short blocks of copy.

Pamphlet vs brochure at a glance

• Purpose: a pamphlet informs, and a brochure promotes.
• Format: both can be folded sheets, but pamphlets are more often small stapled booklets.
• Design: pamphlets rely on text, while brochures rely more on photography and layout.
• Paper: pamphlets are often printed on lighter text paper, while brochures often use a heavier text or light cover stock.
• Distribution: pamphlets are handed out or left in waiting rooms, while brochures are mailed, placed in racks or given out at sales meetings.

How leaflets, flyers and booklets compare

Several related terms overlap with pamphlets and brochures, and people use them in slightly different ways.

• Leaflet: a single sheet, sometimes folded once, that is usually handed out for free. In the UK, leaflet is the common word for what Americans call a flyer.
• Flyer: a single unfolded sheet printed on one or both sides, used for events and promotions.
• Booklet: several sheets folded and stapled at the spine, used for programs, catalogs, manuals and longer pamphlets.
• Rack card: a single 4 x 9 in card made to fit display racks.

Our guide to flyer and brochure sizes lists standard dimensions and folded sizes for each format.

Choosing the right format

Choose a pamphlet format when the reader needs to understand a subject, such as a patient guide, a program schedule or a set of instructions. Choose a brochure when the goal is to win business and the reader should finish with a reason to call, visit or order. If you have more than six panels of content, a saddle-stitched booklet is usually easier to read than a large folded sheet. Our guide to saddle stitch vs perfect binding explains when a longer booklet needs a different binding.

Both formats work well on recycled paper. Text-heavy pamphlets read comfortably on uncoated recycled stock, and brochures can use a smoother recycled sheet when photographs need to look sharp. Our paper samples page is a good place to compare finishes before you order.

Common questions

What's a pamphlet?

A pamphlet is a small unbound publication, such as a folded sheet or a short stapled booklet, that gives information about a single topic.

Is a pamphlet the same as a brochure?

The two are similar in size and format, but a pamphlet is mainly informational, while a brochure is mainly promotional.

How many pages is a pamphlet?

Many pamphlets are a single folded sheet or a short booklet. The formal UNESCO definition is 5 to 48 pages, not counting the covers.

What size is a typical brochure?

The most common brochure is an 8.5 x 11 in sheet folded into a tri-fold, which finishes at about 3.7 x 8.5 in.