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Catalogs can be your single most important sales tool for showcasing your
products and service offerings.
Catalogs are extremely versatile in both content and use. The catalog printing format can also be used for other print
communications such as annual report printing, operating or service manual printing and training workbook printing.
About Catalogs - Reports - Pamphlets - Booklets
Catalogs can also be described as Manuals, Booklets, Reports or Pamphlets. Catalogs most frequently are full color. If you
need your cover to really catch the reader's eye, make it full color and then save money by using 2 colors on the inside or body
pages. Catalogs can be sent as direct mail pieces or handed out to prospects and customers.
Catalog Design Tips
What design choices must be made before getting a printing quote for your catalog project? Let's start off with paper for the
cover followed by the inside that is often referred to as body or text pages. Covers are frequently printed on a heavier weight
paper called cover stock. Using cover weight stock results in greater durability and a heftier, more upscale feel especially for
catalogs with 16 or fewer pages. The body or inside pages are usually printed on text weight stock. Text paper is lighter than
cover weight stock. For catalogs of 20 or more pages it often makes economic sense to print what is called a self-cover book.
This is where the cover and body are both printed on a relatively heavy text stock, such as 80 lb. gloss text.
Catalog Binding Tips
Binding style is dependant on number of pages within the catalog and the look and feel you are trying to achieve. Most
catalogs under 80 pages are saddle stitched with staples in the middle holding it together. A more expensive and upscale
binding style is perfect binding. Perfect binding is also used for thicker catalogs, most frequently for those over 80 pages.
Perfect binding is the term for gluing the cover to the backbone of the body pages.
As catalogs continue to advance in their design and strive to stand out in the crowded mail-order market, the
following design principals still prove effective in producing sound catalog design and selling product. Of course, with every
design rule there can be exceptions, but these generally accepted design rules will help guide you in producing a good
catalog.
1) Place a strong design element in the upper right corner of each spread.
Generally, when we read a catalog from front to back our eyes first glance the upper right corner of a spread. Therefore, place
a strong product that is visually compelling or unusual in that location to catch the reader's attention. Best selling products are
not always the most visually compelling or attention-grabbing. If that's the case consider placing your best seller in another
prominent position on the spread.
2) Limit the number of typefaces you use and keep the type simple.
Use fonts that are easy to read. That means keep the font style and size legible. Consider using text no smaller than 7.5 to 8
points no matter how much information you need to include. Try to use the same font in different weights, sizes and colors to
differentiate copy points, headlines and features. A good design rule of thumb is to use no more than 3 fonts styles
throughout your catalog design.
3) A catalog should still have an order form.
While fewer customers use the order form to mail orders, think twice before you drop the form altogether. Many customers -
both business and consumer - use the form to compile their order before calling or ordering online. The order form makes it
clear you are there to sell product, and the form is a good place to put your sales terms and other "fine print."
If the ratio of mail to phone and internet orders decrease in your market, you could consider eliminating the reply envelope.
Reply envelopes tend to be a fairly expensive component and requires the longest lead time within the production cycle.
4) Develop your "brand image" by using consistent layouts and design.
It is important to develop recognizable spreads, typographical elements, and imaging to create a consistent design
associated with your catalog or company. However, if every spread follows the same layout customers will become bored and
likely not browse the entire catalog. Mixing up the spread designs from time to time within the book will add surprise and
variety, keeping the customer engaged in your products. You can improve pacing by creating "stopper" spreads throughout the
catalog using a series of planned layout changes.
For example you might use different layout designs - alternating from free flow to grids or vise versa, backgrounds or colors to
mix up the overall catalog design. Breaking up the format will grab the customers' attention and encourage them to stop and
read the whole spread.
5) Standard catalog formats are more economical.
Formats such as a standard full-size, slim-jim or digest-size catalog in whole signature page counts tend to be the most
economical catalog designs to print and mail. Spend time with your printer and the Postal Service to determine an efficient
trim size.
Not only do standard catalog formats save money, they also tend to "fit" better. This is both a positive and a negative. A catalog
design that is too unusual in format may not fit the customer's environment and may get disposed of fairly quickly. On the
other hand a standard format may come across as plain and boring, not getting the notice you desire.
6) Unique formats will attract more attention.
Plain truth: unique catalog formats get more attention. Some catalogers use unique or oversize formats to differentiate
themselves or get more focus. Such formats can add as much as 25% to your paper and production costs, however some
mailers trying to present a certain image find it's worth the expense.
You can produce unique formats with little or no extra expense. For instance you can bend the rules and bind a standard
full-size catalog along the short side creating a wide, horizontal catalog format.
7) Individual items sell better than grouped items.
Some catalog companies attempt to save money on photography and printing by grouping items together in a photograph.
Even with careful keying or identification such a design strategy often results in poor sales. In such a photo no product stands
out to draw the customer in.
It is better to show items individually or in very small, related groups. It is best to show products with no background and with
a subtle drop shadow. This allows the product to stand out from the clutter of the page. Then add the occasional product shot
with a subtle background to break up the design a little.
There are always exceptions to the rule. Some items such as books or cards work fine photographed in groups and do save
photography and layout time without costing sales.
8) Four-color catalog performs better than one- or two-color catalogs.
Products presented in full color look more attractive, grab more attention and generate more sales than a one- or two-color
catalog designs. Only in some select cases are the cost savings of one- or two-color printing justified.
These tried and true catalog design principles work. But as with most rules, they can occasionally be bent or broken, as long
as you and your design team know what you're doing and why you're doing it. By selectively breaking the rules - and testing
each time you do - you might surprise yourself with a boost in sales and profits.
When seeking a quote or ordering your catalogs be sure to have the following information available:
1. Quantity
2. Flat and finished sheet size
3. Paper type and weight
4. Number of ink colors
5. Finishing specifications
6. Proofing preference
products and service offerings.
Catalogs are extremely versatile in both content and use. The catalog printing format can also be used for other print
communications such as annual report printing, operating or service manual printing and training workbook printing.
About Catalogs - Reports - Pamphlets - Booklets
Catalogs can also be described as Manuals, Booklets, Reports or Pamphlets. Catalogs most frequently are full color. If you
need your cover to really catch the reader's eye, make it full color and then save money by using 2 colors on the inside or body
pages. Catalogs can be sent as direct mail pieces or handed out to prospects and customers.
Catalog Design Tips
What design choices must be made before getting a printing quote for your catalog project? Let's start off with paper for the
cover followed by the inside that is often referred to as body or text pages. Covers are frequently printed on a heavier weight
paper called cover stock. Using cover weight stock results in greater durability and a heftier, more upscale feel especially for
catalogs with 16 or fewer pages. The body or inside pages are usually printed on text weight stock. Text paper is lighter than
cover weight stock. For catalogs of 20 or more pages it often makes economic sense to print what is called a self-cover book.
This is where the cover and body are both printed on a relatively heavy text stock, such as 80 lb. gloss text.
Catalog Binding Tips
Binding style is dependant on number of pages within the catalog and the look and feel you are trying to achieve. Most
catalogs under 80 pages are saddle stitched with staples in the middle holding it together. A more expensive and upscale
binding style is perfect binding. Perfect binding is also used for thicker catalogs, most frequently for those over 80 pages.
Perfect binding is the term for gluing the cover to the backbone of the body pages.
As catalogs continue to advance in their design and strive to stand out in the crowded mail-order market, the
following design principals still prove effective in producing sound catalog design and selling product. Of course, with every
design rule there can be exceptions, but these generally accepted design rules will help guide you in producing a good
catalog.
1) Place a strong design element in the upper right corner of each spread.
Generally, when we read a catalog from front to back our eyes first glance the upper right corner of a spread. Therefore, place
a strong product that is visually compelling or unusual in that location to catch the reader's attention. Best selling products are
not always the most visually compelling or attention-grabbing. If that's the case consider placing your best seller in another
prominent position on the spread.
2) Limit the number of typefaces you use and keep the type simple.
Use fonts that are easy to read. That means keep the font style and size legible. Consider using text no smaller than 7.5 to 8
points no matter how much information you need to include. Try to use the same font in different weights, sizes and colors to
differentiate copy points, headlines and features. A good design rule of thumb is to use no more than 3 fonts styles
throughout your catalog design.
3) A catalog should still have an order form.
While fewer customers use the order form to mail orders, think twice before you drop the form altogether. Many customers -
both business and consumer - use the form to compile their order before calling or ordering online. The order form makes it
clear you are there to sell product, and the form is a good place to put your sales terms and other "fine print."
If the ratio of mail to phone and internet orders decrease in your market, you could consider eliminating the reply envelope.
Reply envelopes tend to be a fairly expensive component and requires the longest lead time within the production cycle.
4) Develop your "brand image" by using consistent layouts and design.
It is important to develop recognizable spreads, typographical elements, and imaging to create a consistent design
associated with your catalog or company. However, if every spread follows the same layout customers will become bored and
likely not browse the entire catalog. Mixing up the spread designs from time to time within the book will add surprise and
variety, keeping the customer engaged in your products. You can improve pacing by creating "stopper" spreads throughout the
catalog using a series of planned layout changes.
For example you might use different layout designs - alternating from free flow to grids or vise versa, backgrounds or colors to
mix up the overall catalog design. Breaking up the format will grab the customers' attention and encourage them to stop and
read the whole spread.
5) Standard catalog formats are more economical.
Formats such as a standard full-size, slim-jim or digest-size catalog in whole signature page counts tend to be the most
economical catalog designs to print and mail. Spend time with your printer and the Postal Service to determine an efficient
trim size.
Not only do standard catalog formats save money, they also tend to "fit" better. This is both a positive and a negative. A catalog
design that is too unusual in format may not fit the customer's environment and may get disposed of fairly quickly. On the
other hand a standard format may come across as plain and boring, not getting the notice you desire.
6) Unique formats will attract more attention.
Plain truth: unique catalog formats get more attention. Some catalogers use unique or oversize formats to differentiate
themselves or get more focus. Such formats can add as much as 25% to your paper and production costs, however some
mailers trying to present a certain image find it's worth the expense.
You can produce unique formats with little or no extra expense. For instance you can bend the rules and bind a standard
full-size catalog along the short side creating a wide, horizontal catalog format.
7) Individual items sell better than grouped items.
Some catalog companies attempt to save money on photography and printing by grouping items together in a photograph.
Even with careful keying or identification such a design strategy often results in poor sales. In such a photo no product stands
out to draw the customer in.
It is better to show items individually or in very small, related groups. It is best to show products with no background and with
a subtle drop shadow. This allows the product to stand out from the clutter of the page. Then add the occasional product shot
with a subtle background to break up the design a little.
There are always exceptions to the rule. Some items such as books or cards work fine photographed in groups and do save
photography and layout time without costing sales.
8) Four-color catalog performs better than one- or two-color catalogs.
Products presented in full color look more attractive, grab more attention and generate more sales than a one- or two-color
catalog designs. Only in some select cases are the cost savings of one- or two-color printing justified.
These tried and true catalog design principles work. But as with most rules, they can occasionally be bent or broken, as long
as you and your design team know what you're doing and why you're doing it. By selectively breaking the rules - and testing
each time you do - you might surprise yourself with a boost in sales and profits.
When seeking a quote or ordering your catalogs be sure to have the following information available:
1. Quantity
2. Flat and finished sheet size
3. Paper type and weight
4. Number of ink colors
5. Finishing specifications
6. Proofing preference