At Cambrian Printers, we process many catalogues aimed at selling a variety of products. The designs are diverse and there are no hard and fast rules for how to ensure that they make a real impact on the consumer. However, there are some general principles which, when followed, will really make your catalogue stand out from the rest.
Design with your audience in mind
When designing your catalogue, always keep your target market in mind. For example, a catalogue aimed at young people will need to represent their lifestyle – or the one they hope to attain.
Make the product the focus
Large product photos are likely to boost sales figures. It’s a good idea to consider the profit value of each individual product and adjust the photo sizes accordingly. Rather than displaying products in large groups, it’s advisable to show them separately or in very small collections. A subtle drop shadow can also be a great way to attract attention.
Quality, quality, quality
Professional images will be worth the cost every time by giving the right impression of your company to the customer. Similarly, it’s good practice to invest time in creating flawless copy to accompany the photos.
People typically flip a page, look to the top right, then the other side and turn over if they don’t immediately spot something of interest. Sales figures for your most important items can really benefit if they appear on the outside top corners of the page.
Maximise your profits
At all opportunities, suggest products which could be bought together. For example, a clothes catalogue could put garments which would make a great outfit on the same page and offer deals for buying them at the same time.
For a professional appearance you should limit the number of fonts used in your catalogue to two or three. By setting your house style, which should also include text spacing and colours, it means that there will be minimal distraction from your products.
Establish a brand image
Loyal customers should know what to expect when they open one of your catalogues. House style is all part of that, but you also need to decide on the tone, logo and layout of your catalogue to keep your customers coming back time and time again.
Keep track of the results
The first issue of your catalogue is important, not just because it’s the inaugural product, but it will also help to shape and define your future as a company. If your business has an established presence selling through other mediums, it’s a good idea to give items which have generated the most profit over time the most prominence. Once your sales figures are in, you can carry out an in-depth analysis of the profit results. From this, you can then determine which items are included in future and how much space your best sellers are given.