Catalogs are one of the most impactful ways to spread the word about products and services, which is why they’re such a common element in effective sales and marketing efforts. Especially in the age of digital catalogs, there’s nothing more powerful than putting a high-quality catalog in the hands of your customers. While it’s not difficult to create a catalog, it can be tough to keep your product catalog design skills up-to-date with the shifting marketing landscape. If you want your catalogs to engage your target audience with inventive product catalog designs that tangibly elevate your brand, you’ve come to the right place. We’ve collected some catalog design recommendations to help set you on the path to successfully designing a catalog that sells.
What is Catalog Design?
A catalog is a visual design product that showcases your products or services for potential clients. It should be produced to the highest standards and detail the whole line of products or services you offer to your customers. Your potential clients should find a brief biography or background narrative of your organization at the opening of your catalog, followed by a work portfolio. There are no hard and fast rules about how a catalog should look. It can be completely adaptable. That’s the magic — and the mystery — of mastering product catalog design.
The Basics of Product Catalog Design
What are some fundamentals that might help you with your design? Keep these pointers in mind create a successful catalog.
1. Appeal to customers’ lifestyles.
Your customers don’t just buy products—they invest in experiences, aspirations, and emotions. A well-designed catalog should do more than list items; it should connect products to a lifestyle that resonates with your audience. This approach builds brand loyalty and strengthens the emotional pull of your marketing.
2. Make it specific to your target audience.
Are you creating a catalog for business-to-business (B2B) or business-to-consumer (B2C)? Advertising to consumers and advertising to vendors are two very different things. Each has unique formatting and design requirements. Make sure you understand your target audience and have chosen a format that will appeal to them. Remember, even if you’re selling to other businesses, real people making those buying decisions. Your catalog can still appeal to their aspirations and emotions.
3. Highlight your products.
You’re in the selling business. Make sure that every aspect of your catalog design encourages people to buy. Keep your products as the core focus of your design. Product images should show the product in action. Product descriptions should demonstrate how your products will improve the customer’s life. In a nutshell, the product is king, and everything else should complement it. Remember to make it clear how your customer can get what you’re selling. Calls-to-action, such as clicking, calling, or emailing, should make it obvious what you want them to do next.
How to Create a Successful Catalog Design
Before you dive in, keep in mind that one size does not fit all in the realm of catalog design. The pillars of successful product catalog designs include eye-catching imagery, clever layouts, engaging photos, and organization.But, selling to different sectors will require you to take different approaches: a catalog for a big box sports goods retailer would differ significantly from one for a bespoke watchmaker. So, where should you begin? Let’s look at a few essential methods to get a head start on your catalog’s layout.
1. Create for your target market.
The success of a catalog is determined by how well it sells. Make your catalog appealing to your target audience. A catalog for a youthful audience will be very different from one for an older audience. If you’re targeting various people, you might want to create a few different designs to cater to their different tastes and preferences.
2. Choose your size and format.
Give your products the room they require. Make sure your catalog is large enough to display all of your products and attracts attention to your most significant products or services while constructing it. Consider the number of pages, the structure, and how your clients will react. For example, suppose you work in a specialist business like bespoke watchmaking or exquisite photography. In that case, you could want a minimalist design with fewer things per page to emphasize the work’s quality and originality.
3. Use high-resolution images.
Your business catalog should include high-res photos of your products and services. Excellent photographs will inspire sales by making your products more enticing. Consider taking pictures of high-value products and services more prominent than those of lesser value. Ensure all photos were taken with sufficient lighting and high resolution to print.
You want customers to linger over the pages of your work, taking in the details and the “story” behind your offerings. Consider your preferred printer as an expert guide to help you choose the paper stock to make your pictures pop and communicate the quality of your brand.
Catalog Layout and Design Tips You Should Know
Keep some of these best practices in mind as you work on your catalog layout.
Choose a color palette that fits your products.
A catalog for a clothes business, for example, might include elegant colors like gold, silver, and ivory. On the other hand, toy catalog might use bright colors to create a fanciful aesthetic.
Be consistent with the fonts.
To create distinct styles that blend beautifully:
- Use one or two families and add bold or italics.
- If you use sans serif fonts in the paragraphs, use a slab or serif font for the headers or product names.
- Make sure you use your chosen fonts consistently. A general guideline, use no more than two or three typefaces together.
Make a point of highlighting both new and on-sale products or services.
Use starbursts or highlights in product pictures to indicate new arrivals. If you’re having a sale, make sure those items are clearly differentiated from other products.
Maintain consistency in your design.
A catalog is a fantastic way to promote your company. Customers will notice patterns in design, layouts, and colors and learn to associate them with your company.
Don’t be afraid to deviate from the norm.
Make the most of the centerfold. Add distinct catalog layouts, such as a full-size product photograph with an overlay of aspirational copy. Bring your most creative catalog design ideas for a high-impact layout. Remember to practice some restraint, though, so you don’t end up with a cluttered layout.
Choose Your Tools Wisely
The only rule when choosing which software you use to create your catalog is that you’re comfortable with it. Whether you work in Canva, Affinity Publisher, Adobe InDesign, Lucidpress, or Scribus—the best choice is the one that fits your workflow and skill level.
Bring Your Catalog Design to Life with Printivity
After you’ve finalized your catalog design, send your print-ready file to someone you trust to create the finished product with high-quality materials. At Printivity, creating beautiful catalogs with an online partner couldn’t be easier. Submit your order, and our catalog printing team will double-check your designs to ensure everything is in order. All you need to do is approve your digital proof and confirm your order information by checking your inbox. That’s it! Creating beautiful marketing catalogs has never been easier!
