How to Create Successful Catalogs

Successful catalogs can significantly enhance company sales.

Printed catalogs are an excellent tool to display products to customers through direct marketing. Catalogs allow customers to shop through your store at their convenience, plus they may be kept on hand for extended periods of time as a reminder to make a purchase in the future. Successful catalogs are ones that are kept around and shared, and encourage the target audience to make purchases.

Instructions

1. Design to your target audience. The theme of the catalog should appeal directly to your target market. This includes selecting specific colors, fonts and graphics. If your business targets multiple audiences, it may be best to create different catalogs for each one.

2. Provide high quality images. The images used in a catalog can dramatically increase its success or prevent customers from making purchases. The products should be attractively displayed and photographed using professional lighting. The background should be either a solid color or simple so it doesn't distract viewers from the products.

3. Cross-sell products. Use the opportunity to cross-sell while displaying products, or provide recommendations in the product descriptions. For example, in a fashion catalog you may display a shirt, but have the model also wear a matching necklace.

4. Place images strategically. G2 Catalog Design reports that readers first look at the top right, then scan to the other side. These outer edges are the strongest position, so place the bestsellers there. Avoid the temptation to place high-priced products on the outer edges, as higher selling items at lower prices can bring in more revenue overall.

5. Enlarge bestselling products. To direct attention on products that bring in the most revenue, enlarge the image size. Photograph these items individually instead of grouping them together.

References

• G2 Catalog Design: Rules of good catalog design
• Allan Marketing Design: Catalog Tips & Tricks