Catalog printing is well worth the share of marketing dollars it uses but some techniques yield a higher profit than others. Careful design and planning in these key areas will greatly increase the value of your investment. Here are some failproof tips for catalog design:
- Standard size formats are more economical to print and mail, try to resist the temptation to use creatively shaped catalogs. Ask yourself when you last got a catalog from a major company in a non-standard size. The answer is probably “never”.
- 16-page increments are the most economical. If your catalog content lends itself to this constraint, 16-page increments are the way to go (16, 32, 48, etc). 8-page increments are the next best option.
- When planning the layout of your catalog printing, designate more space to products with higher profit margins.
- Cross-sell related products either by placing them on the same page or using the copy to send readers to the related products. Call-outs can also be used.
- Be consistent with the style of your catalogs to maintain your corporate identity. Corporate identity should be consistently styled across printed and electronic marketing and in physical business locations as well.
- Market your website in your catalog printing and vice versa. This will give consumers options when they need to revisit your media.
- Maintain consistent style throughout your catalog. Use the same font, the same placement of copy relative to images, etc. Make it easy for readers to find the info they are looking for.
- Use easy to read font and allow sufficient space between images and copy for easy reading.
- The product should be the focus of images used in a catalog printing. Use high resolution, clear photos that appropriately display the product.
- Choose photos that display products in the simplest fashion possible. Avoid complex scenes that detract from the product.
- Use professional photography.
- Add editorial type feature copy that relates to a designer, new product, customer satisfaction, etc. Feature copy encourages readers to peruse your finished catalog printing at leisure and help form a personal bond between the reader and your products.
- Design your catalog printing to appeal to the popular styles preferences of your audience. This must be balanced with maintaining the brand identity of your company and products.
- A well designed catalog is nothing without a printer who can produce high quality printed catalogs.
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