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De-mystifying Catalog Design
Author: Linda LullieYour catalog is designed with one purpose to make individuals aware of the products you offer, and convince them to purchase those products from your company. Your printed catalog is your Advertising vehicle, a worthy 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 assist of advertising professionals who can design, photograph, write, and assist with paper selection and printing decisions and get your catalog online.
1. Product Photography
Quality poor quality photos diminish your credibility
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 fascinating to look at
Space allotment bigger is better, use as much space as you can
2. Product Copy
Balancing act romance with personality plus descriptive information of product
Always benefit driven customers want to know Whats in it for me?
Always credible accurate, authoritative, helpful and informative
Targeted to the audience know who youre speaking to and use appropriate language
Easy to read and understand readers dont 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 whats being sold
Price point visibly noticeable especially if price is your niche
Clean and simple and easy to shop readers usually dont spend a lot of time
Consistent in format and purpose all pages should look like theyre from the same brand
Space allotment worthy 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 whats 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 theres 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 its easy to find, and specify online services
Personalize and caring feeling using 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. Dont ever promise what you cannot deliver
Article Source: http://www.articlesbase.com/direct-mail-articles/demystifying-catalog-design-112662.html
About the Author:Linda Lullie is co-owner of Inspired 2 Design, LLC an advertising design & production company with over 20 years experience providing creative services for marketing small businesses. Visit them at http://www.inspired2designllc.com.
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Keywords:
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