If you’re considering a new campaign for your business or services, you’ll want a catalog that tells a story that resonates with your target customers. Photos of your goods and written copy included in that catalog are part of selling that story, but the overall design is the crucial element that makes it all work. That’s where a quality catalog graphic designer can save the day — and your profit margin.
Here are several areas a professional catalog graphic designer will thoughtfully consider, to ensure your catalog appeals to the story customers envision for themselves and converts sales:
Compliment Your Audience
Your catalog is an extension of who your customers see themselves as. If your design choices don’t reflect your target consumer bases vision of who they are, they won’t buy your products. What design choices would these be? Everything from color choices to background to your fonts.
For example: A professional woman who prides herself on elegance probably won’t be buying shoes from a company that uses clashing color choices, a clip art background and comic sans font in their catalog. But a catalog done in a sophisticated color palette, tastefully minimal backgrounds and a clean or elegant font lets her know you and your products understand her.
Showcase the Product
This doesn’t mean your catalog should consist only of huge images, although that can be tastefully and compelling done on select pages, but larger photos do translate into greater sales numbers, but products with larger profit margins should be featured accordingly. Too small images, too many products on a page or a diverse groups of products can confuse the buyer and dampen their buying impulses.
Static images of the product or service also don’t work as well without lifestyle shots to add variety. This will help the buyer imagine how they would use your product and set the mood.
Location, Location, Location
The majority of people read and look at pages in certain pattern. Typically from the top right to the other side. Therefor your strongest products should be placed on the top outside corners. These should be your most prominent elements on the page and high points in your product line’s story.
Mix It Up
When you consider which products are your best sellers and most profitable, remember that designation doesn’t apply to all of your products or even necessarily all of your catalog pages. You’ll want to mix up the placement of design elements on each page to keep from boring your buyer. Because we all know bored customers don’t buy, but ones engaged in your product’s story do.
Steer Clear of Noise
Just because you can do something, doesn’t mean you should. There are numerous elements that go into a catalog page design — images, backgrounds, product names, compelling copy and charts, to name some. Your graphic designer will have to select complimentary components with a trained eye for avoiding visual clutter.
Along with that, they will need to know not to use too many font styles and colors, which can also make the page — and your product — confusing to consumers. They wont get a clear idea of how your product fits into their lives.
Have you ever been in the middle of reading a beautiful catalog — totally ready to buy what it is selling — only to be jarred by the harsh black and white grid of a sizing chart? It pulls you out of the shopping experience and into the realities of measurements and cost considerations. A good graphic designer knows that this break in the brand experience doesn’t have to happen.
Technical elements, like charts and diagrams, can be seamlessly worked into the catalog design to prevent losing the sale. It just takes the right complementary colors and thoughtful placement by a graphic designer.
*All catalogs pictured were designed by Elaton, Inc. You can view more in our design portfolio.