Your catalog is designed with one purpose - to make people aware of the products you offer, and convince them to buy. Your printed catalog is your Advertising vehicle, a good one will drive your sales right to the bank.



An online version of your print catalog is highly recommended - the USPS reports that 55% of online shoppers shop with a printed catalog in hand. Cover these five areas with the help of advertising professionals who will design, photograph, write -- and get your catalog online.

1. Product Photography

High Quality - poor quality photos diminish your credibility

Image Focus - whether sharp or selective, be consistent with your brand

Color - accuracy is a must and depends on paper, prepress, and printing

Consistency - of style regardless of type (silo, background, location)

Visual interest - all your photos should be interesting to look at

Space allotment - bigger is better, use as much space as possible

2. Product Copy

Balancing act - romance with personality plus descriptive information of product

Always benefit driven - customers want to know "What's in it for me?"

Always credible - accurate, authoritative, helpful and informative

Targeted to the audience - know who you're speaking to and use appropriate language

Easy to read and understand - readers don't want to have to figure it out for themselves

Space allotment & size - consider brand, product being sold, and target audience

3. Page Layout

Product is focus - quick identification of what's being sold

Price point visibly noticeable - especially if price is your niche

Clean and simple and easy to shop - readers usually don't spend a lot of time

Consistent in format and purpose - all pages should look like they're from the same brand

Space allotment - good design sense is key here

White space - rest for the eye is critical

Location of information/order form - make it easy for the customer to purchase

Overall print quality - must be consistent with your brand

4. Front Cover

An invitation - inviting the reader to open the catalog

Provide a taste of what's inside - use top sellers

Point to purpose of catalog - is there a season or other reason

Focus on merchandise - you are what you sell

Convey company image - ALWAYS be consistent with your brand

Provide stopping power and reason to go inside - there's a lot of competition out there

Highlight new products - especially if you carry the same items each month

Sell company services/policies/extras - sell your customer service right up front

5. Company Policies and Services

Guarantee - strong return policy visually evident

Make shopping simple - customers will go elsewhere if not

Ordering info - placed where easy to find

Web address - placed where it's easy to find, and specify online services

Personalize and caring feeling - utilizing demographic information and purchasing history

Going beyond basic services - poor or non-existent customer service is not an option

Honesty and Sincerity - be your image. Don't ever promise what you cannot deliver.