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 those products from your company. 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 can design, photograph, write, and help with paper selection and printing decisions - and get your catalog online.

1.Product Photography
Quality -poor quality photos diminish your credibility
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 you can

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.

About the Author

Linda Lullie is co-owner of Inspired 2 Design, LLC - a full service Advertising Design & Production company specializing in Small Business Marketing Solutions. Let Inspired 2 Design help you create a winning catalog for your business. Visit them at http://www.inspired2designllc.com.