Design and Print

Presentation is everything when it comes to a catalog design that makes sales. A great product line-up is the place to start, but it is certainly not all there is to print catalog design. Here are some tips and suggestions for making your catalog design all it can be.
 

Brand Identity
Brand identity is important for growing your business, and the need for it does not diminish when it comes to a print catalog. Your catalog should reflect the same branding that your stores, websites, and other printed marketing materials have. A print catalog that clearly displays your brand identity assures consumers that they are receiving the same quality merchandise and customer service they would get when shopping in your store.
 

Visual Impact
Common layout mistakes such as crowding pages or look alike spreads can put off catalog customers. Consider the visual impact of the catalog as a whole. Rather than using page after page of the same tedious layout crammed with merchandise, concentrate on attractive spreads that appeal visually to readers and that keep them turning the pages.
 

Feature Copy
Another common design mistake is dismissing feature copy as lost selling space. Adding feature copy to your print catalog adds interest for readers. Feature copy can be used to create an emotional connection between the reader and your catalog. You will find that designer spotlights, product spotlights, and customer spotlights all help readers relate to the products in your print catalog as being useful items in their lives.

Target Market Research
Knowledge of your target market is essential for compelling print catalog design. In order to optimize the layout and style of your design, you will need to know who is buying your product and how they are using them. Distribute surveys to current customers or give them a call and ask what they like and what could be better. Just be sure to offer customers a free gift for completing your surveys so they feel like they are getting something in return for their time.

Professional Images
Photography is another area that can cause problems for your print catalog design. The balance of image size and composition can be a challenge to master properly. Overly complex images will create busy spreads that readers will find too confusing. In addition, using manufacturer supplied images can ruin the consistent style of your print catalog design. It is best that you supply the images for your catalog, which may mean hiring a professional photographer. The shots should be as simple as possible and have a consistent styling that promotes your brand to your target audience.
 

Quality Production
The production of your print catalog is the final step that affects its presentation. Customers who are purchasing from your catalog have only the pages you give them to choose from. Therefore the pages should be of high visual quality. Use a printing company who has the experience and equipment to produce sharp images and lifelike colors that will bring your products to life.