Printed catalogue: what is good and what is bad

Many marketers today doubt whether it is worth ordering printed catalogues. However, you can be sure that such catalogs bring returns due to a number of advantages: colorfulness, convenience, and lack of connection to digital media. However, the catalog must be qualitatively prepared by professional copywriters and designers. After all, you need to provide detailed and at the same time concise information, balancing between bright design and readability. We offer small instructions that will help increase the effectiveness of the publication. What is worth doing?

Write an interesting headline

No matter how much space is available, even if it's just for a few words, the title should be bright and catchy. Use phrases that attract people's attention and make them want your product or service.

The headline should only be catchy. This is not the place to provide a complete description of the product or service. If the client gets bored at the very beginning, then there will be no desire to read the rest.

Add a letter from the president, founder, general director

Usually the first internal page contains a message from the “face” of the company. These may be representatives of top management or owners. It is worth talking about the goals and aspirations of the enterprise, obligations, and product quality. Be sure to emphasize that customer satisfaction is your priority.

Such a message, combined with a photograph and signature, makes your publication friendly, and the reader begins to sympathize with the brand. The photograph is a reminder that people are dealing with other people, not a big, faceless corporation.

Give the facts

Product descriptions should be as comprehensive as possible. You should not add personal opinion here - just facts. Reviews can be given somewhere nearby or in another place. Give full information about color, materials, exact measurements - everything you need to make a purchasing decision.

Make the catalog convenient and readable

All components of your proposal must have a certain hierarchy. You can group products by popularity, price or seasonality. In any case, it should be clear and convenient for the client to search.

Do not skimp on paper. Do not try to place the maximum number of products on one page - small text looks unattractive and is difficult to read. And the design as a whole will look very chaotic. You'll want to put this catalog aside faster than you can read it.

Don't forget about the loyalty system

If you offer any discounts, do not forget to mention them in the catalog. You can even offer special conditions to readers of the print version - this will make it easier to evaluate the effectiveness and impact of print and digital advertising. By the way, information about discounts placed on the cover will encourage you to look inside.

Add a call to action

Place a form for ordering products or an invitation to visit your establishment. The reader should understand what exactly he is considering and for what purpose.

Do not hide contacts

It is advisable to print contact information on each page of the catalog - this way customers won’t have to look for it. This is convenient and there is no risk that the customer will change his mind about contacting you because he searched for a long time or did not find the contact page at all.

Invite a photographer and designer

The catalog should be filled with real photos of your products, and these photos should be of very high quality. If you take low-resolution or poorly processed illustrations, they will look ugly in print and the overall impression will be blurred.

The same goes for beautiful design. Your publication must attract attention; for this it needs to be beautifully designed and printed with high quality. Consider possible non-standard design options - designer paper (at least for the cover), embossing or die-cutting, selective varnishing. All this should be taken into account at the design stage and all options should be discussed with the printing house.

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