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Create the company’s image
The design of a catalogue should convey the company’s identity. Lines, shapes, pictures and typographies chosen should have a certain style that is appropriate to the values that the company represents. In order to make the corporate identity last in the minds of the customers, it is important to use the same esthetic all along the catalogue. However, beyond the general graphic line, the design should be varied so as not to bore the reader and invite him to keep reading. A way to do this is to present different designs for each category of the promoted products. The changes in the design should always follow the general design. The variation of colors, backgrounds and shapes will make the viewer read he catalogue attentively. In this way, the attention of the reader is caught and a memorable corporate image is established.
Design an attractive front cover
Like all publications, the catalogue front cover must be visually attractive, and contain the company’s name. It should not be overburden with too much information since the reader could get confused. If the front cover fails, all the hard work that developing a catalogue implies will be useless.
Design an attractive interior
The catalogue interior pages should also be attractive enough to draw the attention of customers. This can be accomplished by putting a picture of a product on the top-right of the pages.
Use individual pictures
It is fundamental to use individual pictures of each product with no background in catalogues. We recommend not using pictures with background or those in which appear many products. Regarding the latter, it has been proved that this type of photographs generate low sales since none of the products in the picture is highlighted. Only in few cases, pictures of many items are convenient, for example, in the case of books. The best thing to do is to invest in individual pictures, and, in the case of pictures of a group of products, groups should be small.
Highlight the pictures
For the products offered in the catalogue to stand out and draw the viewer’s attention, pictures should have no background, should be full of light and have vivid colors. They can also have soft shades. In this way, the products will stand out in the pages. When a new product is being launched or on sale, a soft colored background can be used so as to avoid monotony.
Choose the typography
Apart from showing pictures of products, a catalogue must include clear descriptions of them. Texts should be readable, and, to accomplish this aim, it is important to choose the right typography and body. We recommend not using more than three types of typography since this may lead to confusions. The best thing to do is to use the same font in different sizes, colors and styles to mark differences, subtitles or highlighted parts of the text.
Include an order form
Since the main aim of catalogues is to sell products and services, including an order form is a good way to make buying and selling easier. Although this type of form is not frequently used, they can be used as guides to place orders via telephone or Internet. Apart from this, forms can include the company’s terms and conditions of the process of buying.
Choose the right format
Catalogues in standard format are really economical when printing and sending them via mail since the paper is large enough to include all the information and pictures wanted, and, still, it is appropriate for mail accepted sizes. Besides, conventional formats adjust to everyday life. Because of this, customers will not find the catalogue awkward or weird, and, for this reason, will not dispose of it. However, a standard sized piece may go unnoticed as a result of this conventionality. In this way, catalogues in original formats will draw viewers’ attention even more than conventional ones, but the costs will be higher.
Consider the amount of pages
The total number of pages should be multiple of 4, including front and back covers. So, if you need to add pages, 4 pages will be added. In any case, this will depend on the size and shape of the sheet.
Choose the right type of paper
When choosing the type of paper for your catalogues, it is important to consider, not only its cost and appearance, but also its resistance. It is important that the paper does not get damaged during printing process. It should be flexible and it should not break easily. Using resistant material is essential since an effective catalogue will be frequently consulted.
There is a wide variety of types of paper that can be used for catalogues: normal or illustration paper –glossy or matte-, and paper with different textures. The life of the paper will depend on its texture. When choosing the right material, it is necessary to consider the number of pieces that will be printed, since, if the print run is large, normal paper is convenient in terms of costs. If the print run is small, illustration paper can be used since this type of paper is more attractive and better in terms of quality.
Develop a 4 colors catalogue
The volume of full colored catalogues sales is larger than black and white sales. This occurs because 4 color printings (cyan, magenta, yellow and black, and all their possible combinations) allow the highlighting of each product that is being offered in the catalogue. Apart from this, full color designs generally are more attractive to customers.
Choose the type of binding
Considering catalogues are frequently consulted pieces, it is really important for them to have a good binding to avoid pages loosening and damage, and for catalogues to open properly. There are different types of catalogues: Case binding, perfect binding, wire binding, comb binding, spiral binding.
Consider distribution method
It is important to prepare prior to the printing a list with the people who will receive the catalogue so as to estimate costs and time frames of catalogues distribution. They can also be handed out in commercial presentations. |
