Designing a Catalog that is Interesting
You don't have to have a master’s degree in
the arts or English to create a catalog that will attract attention and
get new customers for you.
Drawing prospects depends mainly on
the impression that you create in the first few seconds when a
reader picks up your catalog. With your layout, color, logo,
packaging style, and print quality working together, your catalog
will be successful. Your business image is priceless, and the design
and printing process doesn’t have to be expensive.
Catalog design has advanced from simple product information and
pictures to bizarre color and typography to attract attention.
However, looking different doesn’t necessarily mean greater sales.
Being unique can help you stand out from the other catalogs and
direct mailings in today's overcrowded mailbox, but by itself
standing out won’t make the sale for you. Before you go with a
bizarre style, decide on the image you want to project and make sure
your designer and printer know the rules of producing catalogs that
will sell your products. They should know about the printing
process, equipment, techniques, and the fine touches needed to make
your marketing material successful.
One technique to make your readers interested in your catalog is to
put your best selling or most unique products in the upper right
corner of every page of your catalog. By doing this, you encourage
your readers to look through the entire catalog. Your order forms
should also be easy to find, fill out, and mail. Although few
customers actually mail order forms, they like to use them to
organize their orders before calling or ordering online.
Four-color catalogs look better and get more results than one-color
or two-color catalogs. However, if sales don’t justify the cost of
four-color printing, you might want to try other printing options.
With skillful layout and design, one- or two-color printing can
still set your catalog apart from those of your competitors.
Remember to keep text simple, clear, and complete. It should be easy
to read and understand, yet cover all the essential details about
the product. Use bold headlines in an appropriate font that quickly
communicate your message to readers. Some blurbs or words need to be
presented in bold or large fonts. Make them stand out!
When it’s time to create a new image for your business, hire
designers and printers who can work with you to create a credible,
unique image for your products or services.
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