Catalog Design

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Client: Sherpa's Pet Trading Co.

Project: Catalog

Sherpa's Pet Trading Company catalog is available in both English and French for US, Canadian and European markets.

Client: Royal China & Porcelain Company

Project: Catalog

The primary catalog for Spode China in the U.S.

Client: Yolo Sportswear

Project: Catalog

Field hockey clothing and equipment catalog.

Client: Benetton Sports Systems

Project: Consumer and Trade Catalogs

Catalog for Ektelon, the leading manufacturer of racquet ball equipment.

Client: Royal China & Porcelain Company

Project: Royal Worcester Catalog

Catalog for Royal Worcester china in the USA.

Client: Royal China & Porcelain Company

Project: Trade Catalog

Manufacturer and distributor of Spode and Royal Worcester China, this catalog highlights fun china imported from Portugal.

About Catalog Design

The most sophisticated marketers know one thing for sure—sell lifestyle. Chances are your customers base a lot of their purchasing decisions on lifestyle; the look and feel of how we live or would like to live. Everything about your catalog design—typography, writing, photography and layout—should reflect the lifestyle your customers want to live.

Great photography is key.

Big, bold professional photography is worth the money. Build a professional image library of your products to use in your printed catalog (high-resolution) and online (low-resolution). Great photography is essential to a great-looking catalog and a great-looking website. Great photography helps you and the graphic designer make your product the center of attention. Great photography can make a great product look even better.

Be fussy about type.

The average customer is not going to look at your catalog with the same critical eye that you or your catalog designer will. But even uncritical readers will notice a difference between a catalog that has odd line breaks, strange text wraps, inconsistent text styles, widows and orphans and a catalog where every detail is finessed and polished. They might not be able to say specifically what it is but they will notice it. With powerful page-layout software like Adober InDesign and Quark Xpress, it isn't difficult to be fussy about type. Your catalog designer should be and so should you.

Develop a style and stay with it.

Sophisticated marketers also know that brand consistency is critical to building a recognizable brand. Work with your catalog designer to develop a style guide to use on all of your collateral. It should even translate to your website and email marketing. Of course it's good to make incremental improvements to your brand's style, but try maintain the essentials from catalog to catalog. Font usage, logo usage, a color palette for print and a corresponding one for the web and photography guidelines are a few categories for your style guide. It's even a good idea to specifiy type styles for catalog heads, subheads, descriptions, product numbers, prices, sales prices, etc.