Development of a product catalog. 5 important rules

The first catalog of this brand was published half a century ago. The company abandoned weak attempts to promote products through the retail network and embarked on direct sales. Sellers offered the goods to their acquaintances, friends and colleagues for discounts and monetary rewards.

It was a risky decision. But it was precisely this that led to crazy success!

The paper catalog served the role of a showcase perfectly. Bright, compact, modern. With scented pages and glued samples.

I think you've already guessed what brand we're talking about?

Yes, it's Oriflame.

At the start, the company's product range was limited to a line of skin care products. Today it is on a completely different scale:

• More than a thousand units of products
• Production facilities in 5 countries
• 2 research centers

And that same catalog is now published under the direction of its own design bureau with a circulation of 100 million copies in 35 languages!

Do you want to develop a catalog that will help your brand become a legend? Read this article: here are the TOP tips from experienced design professionals.

What is a directory for and where is it used?

A catalog is not just an album with images of products. This is a marketing printing tool whose task is not to passively demonstrate, but to SELL.

With its help, a potential client can explore the assortment and select suitable items without leaving the workplace or meeting room.

The paper format is sent to partners, distributed to participants in business meetings, and placed in a visible place in the office. An electronic version with the ability to download is posted on the website.

What problems does a product catalog solve?

Imagine an iceberg. The bulk of the floating ice block (up to 90%) is hidden under water and only a small piece dangles on the surface.

So, the catalog functionality has the same story. The visible part is the modest role of a guide around the trading floor. But behind it lies the titanic work of promoting the WHOLE brand, as a result of which:

• Sales are growing
• Increases brand awareness
• The status of the company is strengthening
• Expanding customer base

A well-developed product can be used for a long time!

A competent catalog sells even in a crisis

To keep a business afloat in difficult times (pandemics, sanctions, economic and political tsunamis), many entrepreneurs go to extremes. Some are cutting staff, others are raising prices to the skies, and others, on the contrary, are desperately dumping.

But all these measures create the appearance of an effect only in the short term.

Truly useful actions aimed at STIMULATING SALES!

This tactic not only increases the company's income, but also takes the business to a whole new level.

See what clients of the Veonix graphic design studio say about it

You can find even more real reviews about cooperation with the studio with examples of developed product catalogs at this page.

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5 rules for catalog design

A brochure hastily put together on second-rate paper is unlikely to add status to your company. Such a magazine would be suitable, perhaps, for kindling or as a fly swatter.

A serious business needs a high-quality catalog that meets a number of requirements:

1 CONSISTENCY

Show concern for the buyer - place products and services in such a way that you can find the right option on the first try. Navigation should be intuitive, logical and understandable. For convenience, use sections, categories and rubricators.

2 QUALITY PHOTOS

Careless photos taken on a phone in a gloomy back room are a passable option for a village grocery store. And even then, if he is the only one in the area.

Only clear, high-resolution photos taken under studio lighting can attract attention, increase visual perception, and most importantly, make you want to BUY.

3 PROFESSIONAL DESIGN

Your directory should:

• Be relevant, stylish and modern
• Inherit your brand’s identity, duplicate corporate identity elements: colors and graphics, slogan and logo (this will make it instantly recognizable among competitors).
• Harmoniously complement the overall concept, and not distract.

4 SELLING COPYWRITING

Describe the characteristics and properties of the product in as much detail as possible so that the reader does not have any questions. Use techniques and triggers that evoke the right emotions in your audience.

5 AESTHETICS

A first-class catalog is:

• Attractive appearance
• Thick cover
• High quality paper
• Modern layout
• Information content and readability
• No congestion
• Emphasized attention to detail

This is the kind of book you want to leaf through again and again!

Development stages

The main secret to creating a high-quality catalog is close work between the customer and the contractor.

The whole process roughly consists of 6 stages:

Stage No. 1. Concept

The style, character, and volume of the finished product depend on the client’s goals, which the contractor identifies first. Ideally, several variants of concepts are created to choose from.

Stage No. 2. Analysis of the target audience

If you are even casually familiar with marketing, then you know that the development of any advertising product begins with studying the portrait of the target audience. You won't be able to kill all the birds with one gun!

The catalog of the same products will be fundamentally different for different consumer groups:

• For dealers and wholesalers, emphasis should be placed on projected margins and favorable intermediation conditions.
• Technicians and engineers need to focus on diagrams, drawings, drawings.
• Retail buyers will be attracted by the visualization of the use of products in everyday life, the demonstration of the emotions received from use (convenience, comfort, prestige).

Stage No. 3. Preparing the structure

As we have already mentioned, the main difference between a product catalog and other advertising publications is its clear structure.

At this stage, customer feedback is extremely important. No one knows your product line and product technical characteristics better than you, so it is better to develop the content and “tree” of the catalog together.

Stage No. 4. Design and copywriting

Particular attention is paid to the clothing and cover. It is she who creates that very first impression, which can no longer be changed.

The cover plays the role of a love potion. Bright, stylish, colorful, attractive; it should beg to be held in your hands, evoke a burning desire to leaf through the pages, and inhale the smell of fresh printing.

Well, when the first spread is opened, the reader’s attention smoothly switches to the product. At this moment, selling descriptions will appear on the stage with a complementary design. And this company will smoothly but persistently push the reader towards the checkout.

Step #5: Preparing Images and Graphics

The photos taken are subject to mandatory processing (scaling, color correction, etc.) All positions must look harmonious. It’s as if they were filmed at the same time and under the same conditions (even if in fact they were shot on different continents with a difference of a couple of years).

Stage No. 6. Layout and preparation for printing.

What is the specificity of the catalog compared to other printed publications? Yes, the fact is that it contains dozens, or even thousands of product positions (with descriptions and images). And all this needs to be scrupulously checked and subtracted. So that each element is strictly in its place and not a single pixel encroaches on other people’s corners!

A product catalog made according to all the rules is a durable tool for effective self-presentation.

Do you want your catalog to make your audience salivate? Entrust the task to Veonix professionals. By the way, we already have a couple of ideas for your niche. Shall we discuss?

You can choose a convenient way to contact us here.