Why Design Matters in Catalog Printing

Catalogs need to have well-written copy and good design.

06/20/11

Catalogs should not just be a tool to display a company's goods or services. Rather, they need to be an experience - a business' brand should shine through as much as it's products.

One Step Ahead, a manufacturer of child products, launched a catalog last year that fell victim of this problem. As Multichannel Merchant notes, while the catalog printing effort did a good job of selling inventory through intriguing and well-written copy, its layout didn't help readers browse through the piece, which may have lost some sales for the brand.

"The product presentation is far too democratic and does little to pace the reader or take advantage of hero placement," notes the source. "This has quickly become an ‘items’ catalog doing little to pull the eye in."

Still, Multichannel Merchant awarded the piece a silver medal in its annual awards, but formatting issues kept it from receive a higher ranking.

This is why entrepreneurs need to ensure there is an equal focus on both design and content when creating a catalog. Without one element, companies are limiting their overall success.

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