A well designed catalog is a valuable marketing tool even in this day and age of internet shopping. But how do you know if your design will be a success? Many factors come into play when judging the potential success of a catalog design. Here are some rules to guide you toward success on your next catalog printing design project.

Layout – sales per square inch vs. more appealing
Some judge the success of a catalog by a calculation of the sales per square inch. This analysis can lead to cluttered pages crammed with merchandise, a layout that tends to deter more sales than it attracts. While the ratio of sales per square inch can provide insightful data, it should be carefully weighed against the advertising power of a more appealing layout.

Brand identity – be consistent
Brand identity is an important concept for every business. With so many options available to consumers, it is important when they are in your store, on your website, or browsing your catalog printing that they know exactly what company they are shopping. Your brand or corporate identity needs to be distinctive and consistent across all your marketing formats whether printed material such as catalogs or electronic such as a website. These avenues should give your customers the same feeling they get when shopping in your store.

Feature copy – lost selling space?
Merging the editorial concept of feature copy with your catalog printing makes it more interesting. Readers will spend more time perusing the pages of your catalog when there are interesting little articles. Feature stories about products, designers, other customers, etc, help to build a personal bond between your company and the consumer, and that makes them more likely to make a purchase.

Customers – know what appeals to your customers
It will be very difficult to design a successful catalog without knowledge of your customers. Catalogs have to be designed with the consumer in mind. This knowledge guides the layout and style of your catalog printing in addition to the selection of featured products and feature copy.

Photography –complex layouts
Try to avoid complex layouts in the photos used for the catalog. If photos with complex layouts must be used, make sure they are large enough to be seen clearly and limit the number used per page. Many times it is best to shoot your own catalog photos instead of using the photos provided by manufacturers. Make sure photos are high quality and reproduce well.

Orders – include an order form
Whether customers order over the phone, internet, or through the mail, an order form eases the process for customers. Studies show that many will use it to make their selections before calling in an order or entering an order via the web. Catalogs are not complete without an order form.

Production – use a quality printer and materials
The final touch to any catalog printing is the production. A quality printing company is vital to the success of catalog printing projects as is the use of quality materials. A catalog can be the first and sometimes the only impression a consumer has of the quality of your merchandise. Find a printer who uses high quality materials and guarantees your satisfaction with the quality of the finished catalog.