Call to action (CTA): 30 examples for flyers and posters
A call to action (CTA) is a short phrase built around an imperative verb, such as ‘Call now for a free quote’. It tells the reader what to do after reading your flyer or poster. It works best when it is 2–6 words long, appears in the design as a single main message and is clearly larger than the body text: typically 14–20 pt on an A5 flyer and from about 48 pt on an A3 poster. It should also be in a contrasting colour and sit at least 3–5 mm inside the trim line.
A flyer can have a stunning photo and a great offer and still end up in the bin, simply because the reader doesn’t know what to do next. That gap is filled by a call to action, or CTA. Below you’ll find the principles of writing a good CTA, 30 examples grouped by sector and practical tips on making your CTA stand out in the design so it still works once it’s printed.
What is a call to action (CTA) on a flyer or poster?
A CTA is a single sentence or short slogan that turns ‘oh, that’s interesting’ into a concrete action: a phone call, a visit, a booking or a scan of a code. Print has no clickable button, so the CTA has to give the reader everything they need: the action and how to take it, such as a phone number, an address or a QR code.
On a flyer, the CTA usually sits at the bottom of the front page or in a separate, highlighted panel. On a poster, it should be the second most prominent element after the headline, because posters are read on the move, often from several metres away.
How to write an effective CTA – 6 rules
A good CTA is short, specific and unambiguous. Before you pick a phrase from the lists below, check it against these rules.
- Start with a verb: ‘Call’, ‘Order’, ‘Book’, ‘Claim’. The reader knows straight away what you want them to do.
- One main action: if you ask for a call, a visit and a follow on social media all at once, people often do nothing. Choose one main CTA and put the rest in smaller type.
- State the benefit: ‘Book an appointment’ is weaker than ‘Book a free quote’. The benefit answers the question ‘what’s in it for me?’.
- Make it easy: group the digits of the phone number (07700 900 000), use a short web address and a QR code that leads to a specific page rather than your homepage.
- Add a deadline only if it’s genuine: ‘Discount ends 30 June’ motivates people, but invented urgency undermines trust.
- Address the reader directly as ‘you’ or use a neutral form, in line with your brand’s style. What matters is that the whole flyer speaks in one consistent tone.
CTA examples for shops (1–8)
In retail, the CTA is usually there to bring customers into the shop or onto the website, and to give them a reason to come now rather than some day.
- ‘Show this flyer for 10% off’ – the flyer becomes a voucher. It also makes it easy to count at the till how many people came in thanks to the campaign.
- ‘See what’s new at our shop on [street name]’ – works well on flyers delivered locally. Add a small map or a nearby landmark.
- ‘Order online, collect in store’ – links print with your online shop. Put a short web address or a QR code beneath the line.
- ‘Scan the code to see the full range’ – the answer when your offer won’t fit on A6. Make the code at least 20×20 mm.
- ‘Buy two, get the third free – until Saturday’ – a time-limited promotion. On a shop-window poster, give a specific date instead of ‘until Saturday’, as posters often stay up longer.
- ‘Join our club and collect points’ – a CTA for a loyalty scheme. Say alongside it where to sign up: at the till or via a code.
- ‘Free gift when you spend €25 or more’ – a clear threshold encourages a bigger basket. Show the gift in a photo.
- ‘Call us – we’ll check availability’ – good for shops selling made-to-order goods. The phone number should be the largest element in the CTA panel.
CTA examples for food and hospitality (9–15)
In food and hospitality, the CTA usually leads to an order or a booking. Takeaway menus often end up stuck on the fridge, so the phone number must stay legible even weeks later.
- ‘Order by phone: 07700 900 000’ – the classic takeaway flyer CTA. Set the number in a bold typeface, at least 14 pt on A6 and A5.
- ‘Book a table for the weekend’ – a CTA for restaurants and cafés. Give your opening hours and how to book alongside it.
- ‘Show this flyer – dessert on us’ – an incentive for a first visit. Add the terms in small print, e.g. with any main course.
- ‘Scan to order for delivery’ – the QR code goes straight to your online menu. Check that the site works properly on a phone.
- ‘Try our lunch of the day, 12:00 to 15:00’ – times in the CTA answer the question ‘when?’. Looks good on an A3 poster by the entrance.
- ‘Pop in for a coffee – second one half price’ – a light, relaxed tone suits a café. Works on a flyer and an A-board.
- ‘Order catering for your party’ – a CTA for businesses and family occasions. Add an email address, as enquiries like these often come in by email.
CTA examples for services (16–23)
With services, customers usually want a conversation before they decide. That’s why the CTA should lower the barrier to first contact, for example with a free quote, a consultation or the option to send a text.
- ‘Call now for a free quote’ – a strong CTA for renovation, gardening and installation work. You can pick out the word ‘free’ in colour.
- ‘Book your appointment online’ – for salons, clinics and garages with a booking system. The QR code leads straight to the calendar.
- ‘Text us – we’ll call you back’ – good for people who don’t like phoning. Give the number and, if you like, the hours when you return calls.
- ‘Ask about availability today’ – gentle urgency without pressure. Suits seasonal services.
- ‘See our prices online’ – for when your price list is long. Give a short address that’s easy to type in.
- ‘First consultation free – call us’ – the benefit first, the action last. Works well for advisers and physiotherapists.
- ‘Sign up for the course – only 10 places left’ – for schools and courses. Only use it when places really are limited.
- ‘Recommend us to a friend and get a discount’ – a CTA for a flyer handed out after the job is done. Leave space for the referrer’s name.
CTA examples for events (24–30)
An event poster has to answer: what, where, when and what should I do? Without a CTA, people remember the event but don’t buy a ticket or sign up.
- ‘Buy your ticket online’ – the basic CTA for concerts and shows. The QR code leads directly to the ticket sales page.
- ‘Register by [date]’ – for training sessions and conferences. Write the deadline as a full date, avoiding vague phrases like ‘by the end of the month’.
- ‘Bring the whole family – free entry’ – for fêtes and fairs. Free entry is the strongest selling point here, so set it in large type.
- ‘Save the date’ – for announcements made well in advance. Make the date a separate, large element.
- ‘Enter your team in the tournament’ – for competitions and matches. Add the organiser’s contact details and the entry limit.
- ‘Bring this flyer – it’s your ticket’ – the flyer doubles as an admission ticket. Plan numbering or a stamp if admission is limited.
- ‘Join the event online and stay up to date’ – a supporting CTA on a poster. Put it in smaller type beneath the main CTA.
How to make your CTA stand out on a flyer or poster
You can make a CTA stand out in three ways: size, colour and surroundings. The most effective approach is a single accent colour used in the design only for the CTA, for example in a solid rounded rectangle, a badge or a strip along the bottom. Leave white space around the CTA. Clutter around the message weakens it more than a typeface that’s too small.
Size depends on the distance from which the print will be read. The values in the table are a guide and are worth checking with a 1:1 test print. Design in CMYK and prepare the print file at 300 DPI at 1:1 scale, with 3 mm bleed. Keep the CTA, phone number and QR code at least 3–5 mm inside the trim line. If you order a design from plakaty.shop, enter the CTA wording in the form exactly as it should appear in print, and read through the phone number and address yourself before it goes to press.
- Contrast: light text on a dark background or vice versa. Avoid red on green and thin typefaces over photos.
- Print small text and numbers in pure black (100% K). A colour made up of several inks can give blurred edges on small lettering.
- QR code: at least 20 mm per side, with a white margin around it. As a rough guide, the side of the code should be about 1/10 of the scanning distance.
- On a poster, place the CTA in the lower section, at eye level once it’s hung. On a double-sided flyer, repeat it on the back.
| Format | Typical reading distance | Body text | CTA |
|---|---|---|---|
| A6 / DL flyer | 30–40 cm (in the hand) | 9–11 pt | 14–18 pt |
| A5 flyer | 30–40 cm | 10–12 pt | 16–20 pt |
| A4 flyer / poster | 0.5–1 m | 11–14 pt | 20–32 pt |
| A3 poster | 1–2 m | 18–24 pt | 48–72 pt |
| A2 poster | 2–3 m | 24–36 pt | 72–120 pt |
| A1 poster | 3–5 m | 36–48 pt | from 120 pt |
Checklist
- The CTA starts with a verb and is 2–6 words long
- The design has one main CTA; any others are clearly smaller
- Phone number, address and website checked by you personally, digit by digit
- QR code scanned from a test print and leads to the right page
- CTA size matched to the format and reading distance
- CTA in the accent colour, with white space around it
- CTA and QR code at least 3–5 mm inside the trim line, 3 mm bleed
- Promotion deadline is a specific, genuine date
- File in CMYK, 300 DPI at 1:1 scale, small text in 100% K
FAQs
What is a CTA on a flyer?
A CTA (call to action) is a short phrase telling the reader what to do after reading the flyer, such as ‘Call to book an appointment’. It usually starts with a verb and includes a way to get in touch: a phone number, an address or a QR code.
Where should the call to action go on a flyer?
Usually at the bottom of the front page or in a highlighted panel in the accent colour, because that’s where the eye finishes reading. On a double-sided flyer, it’s worth repeating the CTA on the back next to your contact details. Keep it at least 3–5 mm inside the trim line.
How many calls to action can one flyer have?
Ideally one main CTA and no more than one or two supporting ones, clearly smaller. When several requests are the same size, the reader can’t tell which matters most and often does none of them.
How big should the CTA be on a poster?
It depends on the reading distance. On an A3 poster viewed from 1–2 m, the CTA is typically 48–72 pt; on A2 from about 72 pt; on A1 from about 120 pt. The surest check is a 1:1 test print viewed from the intended distance.
Is it worth adding a QR code to a flyer?
Yes, when the CTA leads to a website, menu, booking or ticket sales. The code should be at least 20 mm per side with a white margin around it. Link it to a specific page and scan it from a test print before going to press.
Should the CTA be in English or another language?
Write in the language your audience reads most easily: for a local English-speaking audience, a plain ‘Call now’ is clearer than anything more elaborate or foreign. A CTA in another language only makes sense when you’re targeting tourists or visitors from abroad, and in that case you can offer a bilingual version.
