Designing a product catalogue
Although most businesses now rely on their websites to present their range of products, there is still a place for well-designed catalogues in the sales team’s arsenal. When there’s the need to convey a large amount of product information, catalogues are an essential tool – and they need to be both functional and appealing to get the best results.
Reasons to print a catalogue
Never underestimate the power of a good catalogue – IKEA’s iconic catalogue is the most-distributed publication in the world! Here’s why it works:
- A catalogue lying on the coffee table or the desk gives your brand a constant presence in the homes or offices of your target audience. Whether or not they order from it, it’s an effective way of brand building.
- A lot of people prefer to flip through the pages of a catalogue than scroll through pages on screen – so a print catalogue can seem more accessible.
- It’s easier to find and relocate things in a print catalogue.
Our top tips on catalogue design
- Define the catalogue’s objectives before you start. Does it need to contain technical information about products or is it more of a lifestyle promotion? How many products will be featured on each page and how many pages will it need? In other words, plan for the style of catalogue you want to achieve.
- Work to your production budget – this will dictate how lavish your catalogue can be. Will it be a lot of pages on cheap paper or a few pages on a heavier stock for a classier feel. Does it need to be A4 or can it be larger or smaller? The answers to these questions will give you the starting point for your design.
- Use a professional copywriter to achieve the tone you want and to ensure that the copy is succinct and informative. Getting the right headlines is critical and you’ll need to make sure the copy and the design work in harmony rather than against each other.
- Design for your audience, not yourself or your client. What style of design will your target audience respond to best? Will this catalogue meet their expectations for the product and the brand?
- Keep the information as simple as possible, even if you need to include a lot. Use tables for technical details so your readers can easily compare products.
- Use high-quality images and leave some space on the page so it doesn’t look too crowded.
- Limit your fonts – two is ideal – and don’t use novelty fonts.
- Get feedback from colleagues at each stage of the design process, and feedback from your client as early as possible.
If you need to produce a new product catalogue and don’t know where to begin, come and talk to the design experts at Inside Creative. We can talk you through the process, advise you on what type of catalogue would be right for your business and give you a quote for design and printing.
Get in touch with us via the contact page or call us on .