De-Mystifying Catalog Design

Your catalog is designed with one purpose – to make people aware of the products you offer, and convince them to buy. Your printed catalog is your Advertising vehicle, a good one will drive your sales right to the bank.

An online version of your print catalog is highly recommended – the USPS reports that 55% of online shoppers shop with a printed catalog in hand. Cover these five areas with the help of advertising professionals who will design, photograph, write -- and get your catalog online.

1. Product Photography

High Quality – poor quality photos diminish your credibility
Image Focus – whether sharp or selective, be consistent with your brand
Color – accuracy is a must and depends on paper, prepress, and printing
Consistency – of style regardless of type (silo, background, location)
Visual interest – all your photos should be interesting to look at
Space allotment – bigger is better, use as much space as possible

2. Product Copy

Balancing act – romance with personality plus descriptive information of product
Always benefit driven – customers want to know “What’s in it for me?”
Always credible – accurate, authoritative, helpful and informative
Targeted to the audience – know who you’re speaking to and use appropriate language
Easy to read and understand – readers don’t want to have to figure it out for themselves
Space allotment & size – consider brand, product being sold, and target audience

3. Page Layout

Product is focus – quick identification of what’s being sold
Price point visibly noticeable – especially if price is your niche
Clean and simple and easy to shop – readers usually don’t spend a lot of time
Consistent in format and purpose – all pages should look like they’re from the same brand
Space allotment – good design sense is key here
White space – rest for the eye is critical
Location of information/order form – make it easy for the customer to purchase
Overall print quality – must be consistent with your brand

4. Front Cover

An invitation – inviting the reader to open the catalog
Provide a taste of what’s inside – use top sellers
Point to purpose of catalog – is there a season or other reason
Focus on merchandise – you are what you sell
Convey company image – ALWAYS be consistent with your brand
Provide stopping power and reason to go inside – there’s a lot of competition out there
Highlight new products – especially if you carry the same items each month
Sell company services/policies/extras – sell your customer service right up front

5. Company Policies and Services

Guarantee – strong return policy visually evident
Make shopping simple – customers will go elsewhere if not
Ordering info – placed where easy to find
Web address – placed where it’s easy to find, and specify online services
Personalize and caring feeling – utilizing demographic information and purchasing history
Going beyond basic services – poor or non-existent customer service is not an option
Honesty and Sincerity – be your image. Don’t ever promise what you cannot deliver

Linda Lullie is co-owner of Inspired 2 Design, LLC – a full service Advertising Design & Production company specializing in Small Business Marketing Solutions. Free Consultation and Special Value-Added Packages for Start-Up Companies. Visit them at http://www.inspired2designllc.com

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