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Keys to Effective Catalog Design
and Production
Pump up the volume on your catalog sales
For several years, retail catalogs have offered added convenience
to a growing number of consumers with more money to spend
and less time to shop. In fact, catalog marketing continues
to be one of the hottest growing segments in direct marketing.
But did you know that the number of manufacturers' catalogs
is growing even faster? Well over one billion business-to-business
catalogs will be mailed this year. That number has more than
doubled in the past few years.
Obviously, the intent of any catalog is to sell something.
And studies show that effective catalog design makes a definite
sales difference. Designers need to think about appropriate
use of space, eyeflow and photography.
In determining the number of pages, size should be dictated
by opportunity, rather than number of products. Allocate space
by merit and look to add profitable pages only. Many experts
use a sales per square inch vs. a variable page cost analysis
to determine which products deserve the most space.
Here are a few simple guidelines to make your catalog more
customer friendly:
Covers
Front and back covers are the most visible pages of your
catalog. They need to work hard to pull the reader into the
piece. On the front, clearly state the purpose of your catalog.
Often a quick index of major highlights is desirable to promote
contents and pique interest. The front cover is the place
to target your audience, graphically state the category of
goods and promote the attitude and image of your company.
Common treatments for the back cover include promoting an
item not shown elsewhere in the catalog, making reference
to some of the more popular items inside, or providing additional
support for the company image. Make the most out of your covers.
Other hot spots
Inside front and back covers and center spread are other
high visibility areas. Position your most profitable or new
products in these locations. Just as in determining number
of pages, let economics be your guide. Design the rest of
the catalog around these hot spots.
Organization between the covers
Group products with similar or related functions/characteristics
into sections, then color-code those sections for easy, visual
reference. Provide a contents-by-category listing on page
three. It's also wise to run a complete product index at the
back of the book, complete with cross reference information
about related and competitive items. Finally, create design
elements to help draw attention to new products, sizes or
specials. However, these elements should not detract from
the products themselves.
Layout
Design is the glue that holds the catalog together. Gallup
research shows there is a flow to the way readers view catalogs.
Subjects tend to scan spreads in a sideways U pattern. Although
good eyeflow is important, eye movement tests reveal that
many catalogs lack it.
Readers spend more time on art than copy. Large photos grab
attention first, then headlines, price and finally, text.
Spreads are important and should be tied together with individual
pages to create good flow or pace. Color is a must and since
readers look at pages briefly, frequent logos help reinforce
identity. Finally, develop “design surprises” such as symbols,
shapes, starbursts or other devices to draw attention to important
products, features or selling points.
Photography
Photos showing products to advantage are key to the success
of your catalog. Customers like to see what they are buying.
Uncluttered and sharply contrasting backgrounds help products
stand out. Larger photos get more notice and varying photo
sizes spark interest and prevent monotony.
Copy
Although the information priority is photo, headline, price
and text, copy is what closes the sale. Good catalog
copy stresses benefits, as well as features. It's highly explanatory
and makes salient points easy to grasp. To facilitate quick
reading, break up large amounts of information by numbering,
bulleting or indenting. Also, remember to differentiate similar
products and add “helpful hint” copy boxes to provide
extra emphasis, recommended uses, etc.
For many manufacturers, a catalog represents a significant
investment and one of your most potent sales tools. Make sure
you're getting the most for your money. If you would like
to see these concepts in action, Riger Advertising has developed
a desktop presentation, “Calling All Catalogs.”
Call 607-723-7441 for your own personal preview.
Writing catalog copy
Many catalogs fail because they are designed to sell individual
products only. They consist of a series of product descriptions
with very little connection from one to the next. On the other
hand, the most effective catalogs focus on the entire package...catalog
as a whole...company...and products. They sell the image of the
manufacturer, category of goods, quality of products, product
uses and competitive advantages...always from a customer's point
of view. The effective catalog writer starts by asking, “What
are we selling? And to whom? What will this product do for
the customer?” Always remember who's on the receiving end
and target your copy to the experiential background of that
reader.
Although photography is the key element for grabbing reader
attention, it's clearly the copy that closes the sale. That's
because the headline, product descriptions and pricing provide
the benefits and detail necessary to make a decision. So,
if photography is the sizzle, copy is definitely the steak.
Good catalog copy starts with a benefit-oriented headline,
followed by enthusiastic descriptions of what is being sold.
Often a recapitulation of the benefit concludes the text and
pricing is presented. Effective catalogs tell how one product
differs from others and provides best uses for each. It's
important to always try to capture the “inherent drama” of
each product.
In this regard, catalog copy is similar to other forms of
advertising copy writing. It's a matter of answering two important
customer questions: “Why should I buy this? And why should
I buy it from you?”
Avoid the pitfalls
The best way to waste your catalog investment is to feature
page after page of identical claims for different products.
Also try to avoid overusing superlatives or a favorite word.
The ultimate description of an ultimate product ultimately
leads to a recap of the ultimate customer benefit...you get
the point!
Finally, much catalog copy is written over long periods of
time and often picks up descriptions from previous catalogs.
As a result, good proof reading and editing are a must to
remove duplication and keep the organization of information
and writing style consistent.
Consider how competitive business-to-business marketing is...the
deluge of direct selling, advertising, solo mailings, other
catalogs and sales literature. It's survival of the fittest.
With smart design and effective copy, your catalog can be
among the fittest.
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