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This lecture note is a part of the course Fundamentals of Agricultural Extension Education (Ext 201) . Visit the main course page for complete class notes, practical lists, and study materials.
Developing Skills in the Preparation of Leaflet and Folder - Practical Guide
1. Introduction to Print Materials in Agricultural Extension
In agricultural extension communication, printed educational materials such as flyers, leaflets, pamphlets, folders, and booklets serve as vital instruments for transferring knowledge from research institutions to the farming community. These media act as tangible communication tools designed to create awareness, provide guidance, and motivate farmers to adopt improved practices. Developing skills in the preparation of these materials is therefore an essential competency for extension professionals.
Theoretical Background
Printed materials in extension are grounded in the Communication Process Model, where the printed document serves as a channel linking the sender (extension worker or institution) and the receiver (farmer or learner). According to Diffusion of Innovations Theory (Rogers, 2003), the transfer of new ideas requires appropriate communication channels suited to the literacy level, culture, and information needs of the target audience. Leaflets and folders belong to the category of educational aids—specifically visual and print aids—that help reinforce verbal communication and improve knowledge retention.
Within extension methodology, these materials support individual and group contact methods, supplementing meetings, demonstrations, and campaigns. Well-prepared print media ensure message uniformity, clarity, and permanence of information even beyond personal contact with the extension worker.
Etymology and Conceptual Origins
The terminology for printed extension materials grew out of publishing and print-trade usage. Below are concise origin notes adapted for agricultural extension purposes.
- Flyer — from the idea of something that “flies” (is widely distributed); traditionally a single sheet handout for rapid distribution. (Wikipedia).
- Leaflet — in this guide we define a leaflet as a single sheet of paper (unfolded) printed one or both sides and intended for free distribution or quick reference. This definition follows common practical printing guidance used for mass handouts and extension hand-outs. (MP Press; Print.G7).
- Pamphlet — historically from Medieval/early modern usage referring to a short unbound tract; in practice it usually means a multi-page (often 1–8 pages) unbound or folded printed item used for instruction or persuasion. (Wikipedia).
- Folder — from the verb to fold; in print usage a folder usually refers to a multi-panel folded sheet or a heavier stock presentation folder (often used to organise or hold other documents). (Pixart Printing).
- Booklet — diminutive of “book”; a small stapled or bound publication (commonly 8–48 pages) for more comprehensive training or reference material. (MP Press).
Note: print-industry and dictionary usage varies — many dictionaries and some printers describe a “leaflet” as a small sheet that may be folded. For clarity in extension materials we use “leaflet” to mean a single unfolded sheet, and reserve “folded leaflet” / “multi-panel folder” for formats with deliberate panels or heavier stock. See examples: (Cambridge), (Pixart Printing).
Conceptual Hierarchy in Extension Communication
For agricultural extension we order common print formats by typical information depth, durability and purpose (short = low depth; long = high depth):
| Level | Type | Typical Characteristics | Educational Purpose |
|---|---|---|---|
| 1️⃣ | Flyer | Single sheet, usually one-sided; high visual impact for rapid distribution. (Wikipedia). | Event announcements, quick promotional messages, mass handout. |
| 2️⃣ | Leaflet | Single unfolded sheet, printed one or both sides; concise facts, checklists, contact info. (Defined here as single sheet; see print practice references). (MP Press). | Awareness handouts, short technical tips, checklists farmers can carry. |
| 3️⃣ | Pamphlet | Usually multiple pages (1–8) or a folded document; focused narrative or persuasive content. (Wikipedia). | Behaviour change communication, focused advisories with modest depth. |
| 4️⃣ | Folder | Multi-panel folded sheet or presentation folder on heavier stock; organised sections and space for images/diagrams. (Pixart Printing). | Detailed campaign packs, training handouts with multiple topics or inserts. |
| 5️⃣ | Booklet | Bound or stapled (8–48 pages); highest content depth and illustrations. (MP Press). | Comprehensive training manuals and reference guides for extension agents and farmers. |
Thus, leaflets and folders occupy the mid-range—bridging simple awareness tools such as flyers and more comprehensive educational materials like booklets. Their preparation requires balancing clarity, brevity, and visual appeal for effective agricultural extension communication.
Relevance in Modern Extension
Despite digital advancements, print materials remain crucial in rural communication due to their accessibility, tangibility, and adaptability. They are particularly effective where internet reach or digital literacy is limited. Properly designed print materials provide standardized, credible, and culturally relevant messages that can be read, displayed, and shared within farm communities.
- Permanent Reference: Can be retained and revisited as needed.
- Cost-Effective: Economical to produce and distribute widely.
- Wide Reach: Easily disseminated through extension networks.
- Visual Learning: Integrates text with images and diagrams for clarity.
- Localized Messaging: Can be tailored to region, crop, or enterprise.
- Complementary Tool: Enhances demonstrations and trainings.
Research Evidence Supporting Print Communication
- Dual Coding Theory: Combining visuals and text enhances recall by 40–65 percent.
- Readability Studies: Content at 6th–8th grade level ensures highest comprehension.
- Visual Hierarchy: Well-structured layout improves information retrieval by 30–50 percent.
- Cultural Relevance: Local imagery increases trust and acceptance of messages.
The following section provides a practical comparison between leaflets and folders—focusing on their design, structure, and application in field situations to help students develop practical skills in their preparation.
2. Leaflet and Folder
Practical Distinctions Between Leaflet and Folder
In agricultural extension communication, both leaflets and folders are essential printed extension aids designed to convey concise, visually engaging, and actionable information to farmers. While their educational goals often overlap, they differ significantly in format, depth, and mode of presentation.
1. Leaflet
A leaflet is a single, unfolded printed sheet that delivers brief and focused information on one topic or message. It is usually printed on one or both sides and designed for quick reading and easy distribution during field visits, demonstrations, or campaigns. The layout emphasizes brevity, key visuals, and essential recommendations.
- Structure: Single sheet, no folds.
- Content Depth: Brief, highlighting essential facts or recommendations.
- Objective: To create immediate awareness and motivate quick action.
- Ideal Use: Field campaigns, awareness drives, and distribution through KVKs and extension offices.
2. Folder
A folder is a folded printed sheet containing more detailed information than a leaflet. The folding allows for logical segmentation of content (such as introduction, methods, and recommendations), enabling better organization of textual and visual material. Folders are more durable and often used where farmers are expected to study the material at home or refer to it later.
- Structure: One or more folds (bi-fold or tri-fold), creating multiple panels.
- Content Depth: Moderate to detailed, often with illustrations and data tables.
- Objective: To educate, guide, and support decision-making.
- Ideal Use: Training sessions, demonstrations, or follow-up extension programs.
3. Comparative Summary
| Feature | Leaflet | Folder |
|---|---|---|
| Format | Single, unfolded sheet | Folded sheet (bi-fold or tri-fold) |
| Content | Brief, message-focused | Detailed, topic-focused |
| Design Approach | Simple layout with limited visuals | Structured panels with visuals, tables, or charts |
| Purpose | To create quick awareness | To educate and guide in detail |
| Distribution | Mass campaigns and field visits | Formal trainings and demonstrations |
| Durability | Short-term use | Medium-term reference material |
Thus, while both leaflets and folders are indispensable in disseminating agricultural information, their selection depends upon the communication objective, audience literacy level, and contextual need. A well-designed leaflet attracts attention and initiates curiosity, whereas a thoughtfully prepared folder deepens understanding and supports behavioral change among the target audience.
3. Exercise: Practice in Writing for Leaflet
Objective
To provide skill in writing and preparation of leaflet.
Procedure for Preparation of Leaflets
Select Your Topic
Decide on your message and select topic related to the urgent needs of the farmers.
Focus on Single Practice
Have one single practice or idea at a time.
List All Points
Write down all appropriate points. Then decide the essential points from this list.
Identify Desirable Points
Finally arrive at the desirable points that may or may not go into the leaflet.
Select Central Theme
Select the most important one from the essential points. This forms the central theme.
Organize Points Logically
List the remaining essential points in a logical order and group the desirable points under the appropriate essential points.
Write in Sequence
Write your script, with all the essential points in sequence, the desirable points supporting the essential ones.
Catch Reader's Interest
Make the most important points catch the reader's interest.
Use Simple Language
Write in simple and short sentences. Use familiar words. Be clear in words and sentences.
Address the Reader
Talk of people. Address sentences to the reader.
Lead to Action
Talk of action. This is what is required from the reader after he has read the leaflet. Lead him to action.
Ensure Accuracy
Be accurate in giving information. The very purpose of the leaflet will be lost if it is vague or not right on the facts.
Be Brief
Keep content concise and to the point.
Use Visuals
Use illustrations and pictures at the appropriate place.
Localize Content
Give details with reference to the local situation.
Start with Benefits
Start with an appeal which will be of benefit to the reader.
Round Up Effectively
Round up with confirming what was said at the opening of the leaflet. It will reassure the reader.
Provide Source Information
Mention the source from where further information on the topic or help can be obtained.
Review After Time Gap
After the completion of script, go through the writing. Better still, do this after few hours or even after a day.
Identify and Fix Defects
Find defects and remove them and rewrite, where required.
Technical Specifications for Leaflets
Size and Printing Guidelines:
- Standard Size: A4 (210 × 297 mm) or Letter size (8.5 × 11 inch) – single sheet, printed on one or both sides
- Common Formats: Single sheet (flat) or simple gate-fold / letter-fold if minor folding is needed for distribution
- Paper Weight: 80–100 gsm art paper or maplitho paper is ideal – light enough for mass distribution yet durable for field use
- Printing: Usually two-colour or four-colour process; black + one spot colour is most cost-effective for large runs
- Content Priority: The most important message, eye-catching title, and a strong visual must appear on the top half (visible when stacked or displayed), Contact details, key points, or a quick checklist; avoid heavy text blocks
- Margins & Bleed: Keep 8–10 mm safe margin on all sides; add 3 mm bleed if full-colour images touch the edge
- Font Size: Minimum 12 pt for body text; headings 18–24 pt for easy reading from 1–2 metres
- Finishing: No lamination needed (increases cost and weight); matte or gloss coating optional for protection
4. Exercise: Practice in Writing for Folder
Objective
To provide skill in writing and preparation of folder on selected topic.
Procedure for Preparation of Folder
For effective preparation of folder, the following points should be considered:
Select Suitable Topic
Select a suitable topic based on the farmer's felt needs and interests.
Single Idea Focus
There should be only one idea, technique or practice at a time.
Collect Information
Collect all relevant information pertaining to the topic.
Arrange Logically
Arrange the collected information in a logical order. Select the important information step by step.
Provide Source
Mention the source from where further information on the topic or help can be obtained.
Use Local Language
Write in local language using short, simple and familiar words.
Include Relevant Visuals
Use relevant pictures/illustrations to reduce the risk of misunderstanding and to make the message clear and attractive.
Write Simply
Make use of personal sentences, short paragraphs and avoid the use of difficult, scientific and technical terms. List ideas and sub-ideas one below the other.
Localize Content
Refer to local situations wherever possible.
Make It Attractive
Title, printing etc. should be attractive, otherwise it may not be read at all by the audience.
Use Visual Elements
Make the folder attractive by using photographs, line drawings and various colour papers and inks.
Technical Specifications for Folders
Size and Dimensions:
- Width to Length Ratio: 1:1.5 is more suitable when paper size permits without waste
- No Set Rule on Size: The basic consideration is that publication size fits the paper stock, thus eliminating excessive trimming
- Recommended Size: A 4 x 8 inch folder is very attractive from the farmer's view point
- Paper Weight: Print the folder normally on heavier paper than leaflet so that it may last long
- Front Page Design: The front page of the folder should exclusively be allotted for printing the design with title. Prepare a cover page design with two or three colours
5. Design Principles and Layout
Essential Design Elements (Applicable to Leaflets & Folders)
Design Do’s (Evidence-based)
- Use high contrast (black on white best for low-literacy readers)
- Maintain consistent alignment and margins
- Use visual hierarchy (largest → smallest)
- Leave 40–50 % white space
- Minimum 12 pt body text, preferably 14 pt
- Pre-test with 10–15 target farmers
Design Don’ts
- Don’t overcrowd — max 50–60 words per panel
- Avoid reverse text (white on dark) for body
- Never use ALL CAPS or fancy fonts for body text
- Avoid more than 3 font families
- Don’t place text over photographs
- Avoid red-green combinations (common colour blindness)
Standard Layout Templates
Back: Step-by-step (max 7 steps) + contact + source
Panels 2–4 (Inside): Problem → Solution → Steps
Panels 5–6 (Back): Success story + contacts
6. Effective Writing Techniques for Extension Print Materials
A. Write for Easy Reading
- Use short sentences (15–20 words maximum)
- Use active voice (“Apply fertilizer…” not “Fertilizer should be applied…”)
- Break long paragraphs (max 4–5 lines)
- Use bullet points and numbered steps
- Include clear, bold sub-headings
- Write at 6th–8th grade reading level (Flesch Reading Ease > 60)
Example (Before → After):
- Before: “The application of nitrogenous fertilizers should be conducted subsequent to the initial irrigation event.”
- After: “Apply nitrogen fertilizer after the first watering.”
B. Write for Local Relevance
- Use local units (handful, basket, bullock-cart load)
- Refer to local crops, seasons, and landmarks
- Include real farmer names and success stories from the same area
- Use local proverbs or sayings where suitable
- Avoid scientific jargon – use farmers’ own terms
Example (Generic → Localized):
- Generic: “Apply 50 kg urea per hectare”
- Localized: “Spread one gunny-bag (50 kg) of urea in one bigha – just like farmer Ram Singh of your village did last year and got 20 % higher yield.”
Key Principles from Extension Communication Theory
- Flesch (1949): “Write as you talk” – conversational style increases comprehension by 30–40 %
- Rogers (2003): Homophily (similarity between source and receiver) is essential – localized writing creates homophily
- FAO (1990): Maximum 60–70 words per paragraph for low-literacy audiences
- ICAR Guidelines: Always mention farmer name + village + yield increase in examples
7. Distribution Strategies for Extension Print Materials
Effective Distribution Channels (Classified by Contact Method)
| Channel | Type of Contact | Key Advantages | Major Limitations | Most Suitable Material |
|---|---|---|---|---|
| Extension/KVK Offices | Individual | Personal explanation possible; farmer comes seeking information | Limited to visitors only | Folders, booklets, detailed guides |
| Farmer Meetings & Training Camps | Group | Captive and motivated audience; immediate discussion | Reach limited to participants | Leaflets + supporting folders |
| Field Days & Result/Method Demonstrations | Group + Demonstration | Highest credibility and retention; contextual relevance | Seasonal and location-specific | Practice-specific leaflets |
| Kisan Melas, Exhibitions & Krishi Gosthis | Mass | Large diverse audience; festive atmosphere aids recall | High competition for attention | Attractive leaflets and folders |
| Weekly Haat / Local Markets | Mass | Very high footfall; reaches non-regular visitors | Risk of littering; low personal engagement | Short, colourful leaflets only |
| Farmer Producer Organisations & Cooperatives | Organised Group | High trust level; targeted delivery | Restricted to members | Technical folders, market information |
| Agri-Input Dealers & Village Shops | Individual + Opportunistic | Reaches farmers at point of purchase | Possible commercial influence | Dosage charts, product-use leaflets |
| Schools, Panchayat Bhawan, SHGs, Anganwadi | Indirect/Community | Secondary readers (children, women) carry message home | Delayed or no direct feedback | General awareness leaflets |
Strategic Guidelines for Effective Distribution
The success of print materials largely depends on when, where, and how they reach the farmer (Van den Ban & Hawkins, 1996; FAO, 1990).
- Timing: Distribute materials during peak decision-making periods — pre-sowing, transplanting, pest-outbreak alerts, or just before input purchase.
- Channel–Material Matching: Use simple leaflets for mass channels and detailed folders only in individual or group settings where oral explanation is possible.
- Staff & Partner Training: All persons distributing materials (extension workers, input dealers, SHG leaders) must be briefed on the content and able to answer basic queries.
- Record Keeping: Maintain a simple register (Date | Location | Quantity | Title) to track coverage and plan reprints.
- Integration with Other Methods: Maximum adoption occurs when print reinforces a result/method demonstration or farmer meeting (ICAR Extension Methodology).
- Replenishment Mechanism: Popular materials should be reprinted within 15 days of stock exhaustion.
- Feedback Loop: During follow-up visits, ask farmers which materials they kept and used — this guides future designs.
Theoretical Foundation
• Rogers (2003): Early adopters prefer individual + group methods; late majority respond better to mass + community channels.
• FAO (1990): “The right message must reach the right farmer at the right time.”
• ICAR: Print materials achieve highest effectiveness when used as reinforcement to demonstration-based extension.
8. Practical Assignments
Assignment 1: Preparation of a Single-Sheet Leaflet
Select one improved farm practice (e.g., seed treatment, compost making, drip irrigation scheduling). Prepare a single-sheet (unfolded) A4 leaflet (both sides) covering planning → writing → layout → technical specifications → pre-testing with at least 5 farmers. Submit final version + farmer feedback summary.
Assignment 2: Preparation of a Tri-Fold Folder
Select a comprehensive topic (e.g., IPM in cotton, soil health card usage, post-harvest management of onion). Prepare a tri-fold (6-panel) folder on 100–120 gsm paper with attractive cover, logical panel sequence, illustrations, local examples, and contact details.
Assignment 3: Critical Evaluation of Existing Materials
Collect any five leaflets/folders currently used by your KVK/district. Critically analyse each for readability, layout, visual appeal, local relevance, and technical accuracy. Give specific improvement suggestions for each.
Assignment 4: Pre-Testing and Finalisation
Take the draft of Assignment 1 or 2 to at least 10 farmers of varying literacy levels. Record their comprehension, attractiveness rating, and suggestions. Revise the material accordingly and submit both draft and final versions with a one-page feedback report.
Assignment 5: Distribution Planning
Assume 5,000 copies of your Assignment 1 leaflet have been printed. Prepare a realistic one-season distribution plan mentioning target area, channels, quantity per channel, timing, responsible persons, and a simple monitoring/record-keeping format.
Submission: All assignments must include cover page, student details, date, and supervisor signature. PDF of final designs required.
9. Frequently Asked Questions
For a single-sheet leaflet: 250–400 words (front + back). For a tri-fold folder: 500–800 words total. Always prefer “fully read” over “fully filled”.
Use 100–130 gsm paper → optional matte lamination → rounded corners → avoid sharp folds. For long-term use (wall charts, demonstration plots) use 170–200 gsm or synthetic paper.
Maximum illustrations → minimum text → large bold headings → colour coding → symbols → train field staff to explain every picture.
Review every year. Mandatory update when variety/pesticide recommendation changes or after 2–3 seasons maximum.
Too much text, tiny fonts (< 12 pt), text over photos, poor contrast, no white space, irrelevant/stock images, missing contact details.
Print ≥ 5,000 copies → use only 2 colours (black + one spot) → standard A4/letter size → 80–100 gsm maplitho → gang-run with other KVKs.
Photo of local farmer + name + village + yield achieved → use local units (muthi, paili, bigha) → quote farmer’s own words → show his field in picture.
Add tick-boxes for tasks → dosage calculator wheel → cut-out seed-rate card → space for farmer’s own notes → QR code to short video (if possible).
10. References and Further Reading
Essential Reading
- Tinker, M.A. (1963). Legibility of Print. Iowa State University Press.
- Flesch, R. (1949). The Art of Readable Writing. Harper & Brothers.
- FAO. (1990). Preparation and Use of Visual Aids in Extension. FAO Training Series.
- Van den Ban, A.W. & Hawkins, H.S. (1996). Agricultural Extension, 2nd Edition. Blackwell Science.
- Rogers, E.M. (2003). Diffusion of Innovations, 5th Edition. Free Press.
- Williams, R. (2014). The Non-Designer's Design Book, 4th Edition. Peachpit Press.
- Horn, R.E. (1998). Visual Language: Global Communication for the 21st Century. MacroVU Press.
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