Catalog Design - Using Product Placement and Page Layout to Maximize Sales and Catalog ROI
Catalog Design - Using Product Placement and Page Layout to Maximize Sales and Catalog ROI
Catalogs are easy to modify and update, can be used to test new product lines in a given market, and are an economically viable alternative to hiring an expansive (and expensive) sales staff. And unlike many other forms of sales collateral, customers come to expect a certain level of product detail in catalogs, which allows you to maximize the impact of your sales copy for an engaged audience.
A successful catalog must be impeccably well-designed, and most importantly, needs to be tailored to convey your company’s image in a way that is relevant to your audience. For example, a catalog intended to sell modern gadgets and electronics should present an appearance and image vastly different to one intended to sell baking supplies.
The Front Cover
Let’s start at the beginning, shall we? The front cover is your first impression, and as in so many other facets in life, first impressions are primarily visual. So, immediately, your front cover must be aesthetically appealing. Depending on your product and market, you may want to present a specific feeling… of refreshment, comfort, or excitement for example. Front cover design follows many of the same premises as ad design… keep the text content to a bare minimum (often just the company name, slogan, and perhaps a catch phrase), use a clean and uncluttered approach, and be sure the cover clearly features your company name.
Try to select an image that is relevant to your audience, and that will make them want to use your products. For instance, if you sell sports equipment, you might want to feature a dynamic image of a cyclist, pushing hard to the finish line or busting a difficult trick, wearing a jersey with your logo, and using equipment offered in your catalog. This type of imagery speaks directly to your audience, and uses a setting they understand and enjoy, allowing them to place themselves into that image (and by association into your products).
Back Cover
The back cover is often neglected space in catalogs and magazines, often reduced to ad space for other companies, or boring blank space with a barcode and address. A surprisingly high percentage of people actually read through catalogs backwards, starting at the last page and flipping to the front. I’m not sure why, but I often find myself doing it too. If you’re publishing a magazine, you would generally use this space for a second lead. Similarly, a catalog’s back cover can be used to feature new products or showcase an overview of major current products (with references to page numbers in the catalog itself).
And like the front cover, the back cover should be easy on the eyes with a simple message… attractive, clean, focused and uncluttered.
If you have other plans for the back cover, you could also position your second lead on the last inner page face within the catalog, since the reader’s eye lands there first when the catalog is opened from the back.
Inner Pages
Primary Focus
In laying out the catalog’s internal pages, as with any print materials, the primary focus zone is the upper right corner of each two-page spread. The reader’s attention will be directed there first as pages are turned forward. Similarly, the upper left corner of each two page spread is the sweet spot for backward flippers. Use these areas for products in your inventory that are the most visually compelling or interesting. Your best selling products can appear elsewhere on the page, unless you’re really trying to further push those products in excess of their current success. Diversify - your best sellers can become boring, in that featuring a product people are already familiar with doesn’t really garner any new interest.
Fonts
Use and treatment of type in any kind of publication is much more important than you may think. If you use a font that is too casual, or clutter your catalog with a dozen different fonts, you risk looking like an amateur outfit, which will sacrifice credibility, which will lower sales. And if your catalog isn’t easily and immediately legible, people won’t bother reading it, no matter how carefully your product images are laid out. Remember, most people tend to flip through catalogs rather than sitting down to read them like a novel… your message needs to be clear, concise and compelling. A few simple rules of thumb will ensure your catalog reads as good as it looks:
• If you want to use different fonts, use no more than 3: say one for section titles, one for product titles, and one for descriptions/prices.
• Vary type usage with bold weight, italics, different sizes and colours, but be sure to keep treatments consistent throughout the catalog.
• Font size should be no smaller than 8pt
• Using all capital letters should be kept to a minimum, and do not underline - use bold or italics for emphasis instead
Remember, consistency and clarity are key. You want the reader’s attention on the product, not a cacophony of conflicting typefaces and font treatments.
Brand Your Catalog
When your catalog arrives in the mail, your customer should immediately recognize it as belonging to your company. Customer loyalty depends on a certain level of predictability, which breeds familiarity and comfort. They know what to expect from your catalog, and they know how to find what they’re looking for within it. For example, everybody knows how to navigate the Sears Wish Book at Christmas time - and you know exactly what it is, even from a distance. It’s familiar, it’s easy to use, and people love it.
For your catalog, you will want to consider finding some kind of hook to differentiate your company from the competition. For example, Ikea catalogs often feature room packages, which show a full professionally designed room layout, with a total price for everything featured in that room, and a breakdown of products needed to achieve that look. It’s very effective for people who need a bit of design help or students on a budget, and is quite good at convincing people to buy add-on items from the same retailer in order to achieve a look they like.
All of your catalogs should follow a consistent navigational and design theme, so your customers will come to be familiar and comfortable with your catalogs. And by creating a “look” for your catalog that is comfortable and familiar for your readers, you will be able to keep their attention even when the products are switched over for new offerings.
Product Shots
Group photos are nice, but featuring individual items in a clean, polished way will sell better. Group shots do have their place, provided you use small groups of closely related products rather than a large pile of random “stuff” that can become confusing for your audience. And if you do use group shots, be sure that products within the shot are carefully and clearly keyed to the individual product descriptions (i.e., a small but clear “A” on the photo should correspond to the product description marked “A”).
When possible, isolate product shots on a stark and seamless white background, highlighting crisp detail and forcing focus on the product itself. If you’re selling jewellery, use professional photomanipulation to maximize the shine, gleam and sparkle in your products. Use subtle effects such as a barely visible drop shadow, or wet surface reflection, as appropriate for the specific product line. Again, if you use a certain effect, keep it consistent throughout the catalog.
Ordering
So you’ve sold them on a product, and now they want to buy it… but how? Be sure to make the order process exceedingly easy. So easy they could (almost) manage an order blindfolded. And though most people will process an order online or by phone, many people still prefer the old fashioned paper and pen order form - do not exclude these people, as they may prove some of your most loyal customers. Even people who order by phone or online may use the order form to work out the details of their order before making the call/visit. It’s also the perfect place to list terms of sale, return policies, and other relevant corporate information.
On your website, prominently list a phone number, email and order area/shopping cart. If you have an online store in addition to your catalog, create a custom order area where people can enter catalog product numbers directly so they do not need to go through the process of finding all their products over again on your site. If you have an order number, be sure it’s manned by a real, living breathing person - nothing turns customers off more than automated phone systems.
The Printed Product
You’ve invested a lot of time, consideration and planning into the effective design and layout of your catalog. Please, PLEASE do not just go with the cheapest print company you can find. You’ll regret it. Trust me.
Be sure to choose paper stocks that are suitably thick, and that feel nice against your skin. A thin, harsh uncoated stock looks cheap, feels rough, dulls colour, bleeds ink onto your hands and generally will not represent your company or products well. Use a proper cover gloss stock for your cover, and a nice gloss stock for the inner pages. 100pt is ideal, but 80pt is also acceptable given the paper feels and prints nicely.
And remember, your catalog is going to be delivered through the mail. Unless you’re packaging the catalog in a sealed plastic coating, it is going to be subject to some potentially harsh weather conditions. Keep this in mind when choosing your paper options.
Catalogs come in all shapes and sizes. The standard sizes are cheaper to print, and for most applications are perfectly suitable:
• Standard full-size (8 3/8″ x 10 7/8″)
• Slim (6 1/8″ x 11 1/2″)
• Digest-size (5 3/8″ x 8 3/8″)
Unique sizes will attract attention, and can be highly effective in building a unique brand image and moving product. However, moving away from the “standard” sizes will add as much as 25 percent to the cost of production. So you would need to evaluate whether the extra investment is worth it for your particular company.
Printing in increments of 16 pages will be the least expensive option, as heat-set web presses print in 16 page signatures. This means that your catalog would be 16, 32, 48, 64 pages long, and so on. The next best option is to design in page increments of eight.
Colour Sells
If you can afford to print your catalog in color, it will invariably make a better impression, and will generate at least 25% more sales than a black and white catalog right off the bat. Colour sells - no question. That said, as with all other elements in your catalog, colour schemes not related to your actual products should remain consistent throughout. You can also use different colours to represent different sections in the catalog.
Bring it all Together
Successful collateral design uses a lot of consumer psychology in addition to professional design theories, and catalogs are no exception. Take advantage of what professionals have learned about how consumers think, react and attach to concepts and visual elements. Consider how the reader’s eye crosses the page, capitalize on primary focus zones, and present your products in the best way you possibly can through use of layout, colour, type, and texture.
When a catalog takes on a personality of its own and becomes something the customer enjoys, then it has achieved a positive brand image. No other kind of marketing collateral targets a niche audience quite as well as a thoughtfully designed and produced catalog, which can either serve as your primary sales vehicle, or as an excellent companion to an online or physical brick-and-mortar shop.
Catalog Design Using Product Placement and Page Layout to Maximize Sales and Catalog ROI - To learn more about this author, visit Chanie Pritchard's Website.
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A catalog is a highly specialized marketing collateral piece that, when designed and produced correctly, will drive customers to complete their purchase with your company over other alternatives. By presenting a tempting display of appealing products in a clear, carefully considered fashion, your catalog can become one of the most powerful calls to action in your sales arsenal - particularly when paired with a niche marketing strategy.
Catalogs are easy to modify and update, can be used to test new product lines in a given market, and are an economically viable alternative to hiring an expansive (and expensive) sales staff. And unlike many other forms of sales collateral, customers come to expect a certain level of product detail in catalogs, which allows you to maximize the impact of your sales copy for an engaged audience.
A successful catalog must be impeccably well-designed, and most importantly, needs to be tailored to convey your company’s image in a way that is relevant to your audience. For example, a catalog intended to sell modern gadgets and electronics should present an appearance and image vastly different to one intended to sell baking supplies.
The Front Cover
Let’s start at the beginning, shall we? The front cover is your first impression, and as in so many other facets in life, first impressions are primarily visual. So, immediately, your front cover must be aesthetically appealing. Depending on your product and market, you may want to present a specific feeling… of refreshment, comfort, or excitement for example. Front cover design follows many of the same premises as ad design… keep the text content to a bare minimum (often just the company name, slogan, and perhaps a catch phrase), use a clean and uncluttered approach, and be sure the cover clearly features your company name.
Try to select an image that is relevant to your audience, and that will make them want to use your products. For instance, if you sell sports equipment, you might want to feature a dynamic image of a cyclist, pushing hard to the finish line or busting a difficult trick, wearing a jersey with your logo, and using equipment offered in your catalog. This type of imagery speaks directly to your audience, and uses a setting they understand and enjoy, allowing them to place themselves into that image (and by association into your products).
Back Cover
The back cover is often neglected space in catalogs and magazines, often reduced to ad space for other companies, or boring blank space with a barcode and address. A surprisingly high percentage of people actually read through catalogs backwards, starting at the last page and flipping to the front. I’m not sure why, but I often find myself doing it too. If you’re publishing a magazine, you would generally use this space for a second lead. Similarly, a catalog’s back cover can be used to feature new products or showcase an overview of major current products (with references to page numbers in the catalog itself).
And like the front cover, the back cover should be easy on the eyes with a simple message… attractive, clean, focused and uncluttered.
If you have other plans for the back cover, you could also position your second lead on the last inner page face within the catalog, since the reader’s eye lands there first when the catalog is opened from the back.
Inner Pages
Primary Focus
In laying out the catalog’s internal pages, as with any print materials, the primary focus zone is the upper right corner of each two-page spread. The reader’s attention will be directed there first as pages are turned forward. Similarly, the upper left corner of each two page spread is the sweet spot for backward flippers. Use these areas for products in your inventory that are the most visually compelling or interesting. Your best selling products can appear elsewhere on the page, unless you’re really trying to further push those products in excess of their current success. Diversify - your best sellers can become boring, in that featuring a product people are already familiar with doesn’t really garner any new interest.
Fonts
Use and treatment of type in any kind of publication is much more important than you may think. If you use a font that is too casual, or clutter your catalog with a dozen different fonts, you risk looking like an amateur outfit, which will sacrifice credibility, which will lower sales. And if your catalog isn’t easily and immediately legible, people won’t bother reading it, no matter how carefully your product images are laid out. Remember, most people tend to flip through catalogs rather than sitting down to read them like a novel… your message needs to be clear, concise and compelling. A few simple rules of thumb will ensure your catalog reads as good as it looks:
• If you want to use different fonts, use no more than 3: say one for section titles, one for product titles, and one for descriptions/prices.
• Vary type usage with bold weight, italics, different sizes and colours, but be sure to keep treatments consistent throughout the catalog.
• Font size should be no smaller than 8pt
• Using all capital letters should be kept to a minimum, and do not underline - use bold or italics for emphasis instead
Remember, consistency and clarity are key. You want the reader’s attention on the product, not a cacophony of conflicting typefaces and font treatments.
Brand Your Catalog
When your catalog arrives in the mail, your customer should immediately recognize it as belonging to your company. Customer loyalty depends on a certain level of predictability, which breeds familiarity and comfort. They know what to expect from your catalog, and they know how to find what they’re looking for within it. For example, everybody knows how to navigate the Sears Wish Book at Christmas time - and you know exactly what it is, even from a distance. It’s familiar, it’s easy to use, and people love it.
For your catalog, you will want to consider finding some kind of hook to differentiate your company from the competition. For example, Ikea catalogs often feature room packages, which show a full professionally designed room layout, with a total price for everything featured in that room, and a breakdown of products needed to achieve that look. It’s very effective for people who need a bit of design help or students on a budget, and is quite good at convincing people to buy add-on items from the same retailer in order to achieve a look they like.
All of your catalogs should follow a consistent navigational and design theme, so your customers will come to be familiar and comfortable with your catalogs. And by creating a “look” for your catalog that is comfortable and familiar for your readers, you will be able to keep their attention even when the products are switched over for new offerings.
Product Shots
Group photos are nice, but featuring individual items in a clean, polished way will sell better. Group shots do have their place, provided you use small groups of closely related products rather than a large pile of random “stuff” that can become confusing for your audience. And if you do use group shots, be sure that products within the shot are carefully and clearly keyed to the individual product descriptions (i.e., a small but clear “A” on the photo should correspond to the product description marked “A”).
When possible, isolate product shots on a stark and seamless white background, highlighting crisp detail and forcing focus on the product itself. If you’re selling jewellery, use professional photomanipulation to maximize the shine, gleam and sparkle in your products. Use subtle effects such as a barely visible drop shadow, or wet surface reflection, as appropriate for the specific product line. Again, if you use a certain effect, keep it consistent throughout the catalog.
Ordering
So you’ve sold them on a product, and now they want to buy it… but how? Be sure to make the order process exceedingly easy. So easy they could (almost) manage an order blindfolded. And though most people will process an order online or by phone, many people still prefer the old fashioned paper and pen order form - do not exclude these people, as they may prove some of your most loyal customers. Even people who order by phone or online may use the order form to work out the details of their order before making the call/visit. It’s also the perfect place to list terms of sale, return policies, and other relevant corporate information.
On your website, prominently list a phone number, email and order area/shopping cart. If you have an online store in addition to your catalog, create a custom order area where people can enter catalog product numbers directly so they do not need to go through the process of finding all their products over again on your site. If you have an order number, be sure it’s manned by a real, living breathing person - nothing turns customers off more than automated phone systems.
The Printed Product
You’ve invested a lot of time, consideration and planning into the effective design and layout of your catalog. Please, PLEASE do not just go with the cheapest print company you can find. You’ll regret it. Trust me.
Be sure to choose paper stocks that are suitably thick, and that feel nice against your skin. A thin, harsh uncoated stock looks cheap, feels rough, dulls colour, bleeds ink onto your hands and generally will not represent your company or products well. Use a proper cover gloss stock for your cover, and a nice gloss stock for the inner pages. 100pt is ideal, but 80pt is also acceptable given the paper feels and prints nicely.
And remember, your catalog is going to be delivered through the mail. Unless you’re packaging the catalog in a sealed plastic coating, it is going to be subject to some potentially harsh weather conditions. Keep this in mind when choosing your paper options.
Catalogs come in all shapes and sizes. The standard sizes are cheaper to print, and for most applications are perfectly suitable:
• Standard full-size (8 3/8″ x 10 7/8″)
• Slim (6 1/8″ x 11 1/2″)
• Digest-size (5 3/8″ x 8 3/8″)
Unique sizes will attract attention, and can be highly effective in building a unique brand image and moving product. However, moving away from the “standard” sizes will add as much as 25 percent to the cost of production. So you would need to evaluate whether the extra investment is worth it for your particular company.
Printing in increments of 16 pages will be the least expensive option, as heat-set web presses print in 16 page signatures. This means that your catalog would be 16, 32, 48, 64 pages long, and so on. The next best option is to design in page increments of eight.
Colour Sells
If you can afford to print your catalog in color, it will invariably make a better impression, and will generate at least 25% more sales than a black and white catalog right off the bat. Colour sells - no question. That said, as with all other elements in your catalog, colour schemes not related to your actual products should remain consistent throughout. You can also use different colours to represent different sections in the catalog.
Bring it all Together
Successful collateral design uses a lot of consumer psychology in addition to professional design theories, and catalogs are no exception. Take advantage of what professionals have learned about how consumers think, react and attach to concepts and visual elements. Consider how the reader’s eye crosses the page, capitalize on primary focus zones, and present your products in the best way you possibly can through use of layout, colour, type, and texture.
When a catalog takes on a personality of its own and becomes something the customer enjoys, then it has achieved a positive brand image. No other kind of marketing collateral targets a niche audience quite as well as a thoughtfully designed and produced catalog, which can either serve as your primary sales vehicle, or as an excellent companion to an online or physical brick-and-mortar shop.
Catalog Design Using Product Placement and Page Layout to Maximize Sales and Catalog ROI - To learn more about this author, visit Chanie Pritchard's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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