Brochures and catalogs have similar functions in that their primary goal is to sell products or services to a specific target market. The difference between them is that brochures tend to feature only one line of products or services, and are used as leave-behind pieces by salespeople who will ultimately follow up with a customer, whereas catalogs contain a variety of items from different product lines, and are delivered to the customer without a sales person to help persuade them into action. The catalog must therefore work harder to engage the viewer through beautiful photography and detailed descriptions.
Effective catalogs allow users to quickly locate the information they need. The simplest way to do this is to organize the content into clearly defined and labeled sections that are easy to find and differentiate. These product categories may be defined by the type of item, the function it performs, or where it is used. Graphically, the designer may use large images, headlines, or color coding to indicate the various sections. It is equally imperative that the layout flow from spread to spread is easy to navigate, which a well-defined grid can ensure. Since buyers usually do not have physical interaction with a product, it is important that featured items are represented accurately in the catalog through clear photography and detailed descriptions. Size, color, price, and other distinguishing characteristics should be highlighted in the body copy for quick recognition.
Catalog Design Considerations:
1. Contact information
Contact information, including phone numbers and website addresses, is essential to the layout and must appear on every spread in case a customer tears a page from the catalog and would like to place an order.
2. Detailed product photography
Every image should not only show the product in its best light, but the tone of the photography must match the tone of the catalog and convey qualities that express the nature of the brand. Color is critical— what the customer sees in the catalog should clearly reflect the actual item in every way.
3. Navigation
Catalogs should be easy to use. Label all product images with numbers or letters that correspond with descriptions that appear near the photo or in a specific location on the page.
4. Ordering information Sizing charts, billing information, shipping instructions, and payment details are essential for a successful transaction. Make sure this area is well organized and complete.
