Catalog Design

Advertising Articles | April 28, 2006

Basic design tips to help put your catalog ahead of the pack, even if you have zero design experience.

An Overview of PRODUCT photography & PAGE design concepts PRODUCT focusing the eye of the customer

1.Size key to visual IDENTIFICATION and SALES of product: Bigger is better

2.Background crucial to the POPPING of the producta. Color CONTRAST that COMPLIMENTSRed appears more brilliant against a black background and somewhat duller against the white. With orange, the red is lifeless. With blue-green, it’s brilliant.

The red square also appears larger on black than on the other background colors.b. Set Design SIMPLIFICATION in MOST categoriesProduct shots – clean and textured sweeps, surfaces and silhouettesRoom shots – product in-use photos set a moodc. Propping SELECTIVE use of ATTENTION GRABBING propsUsed for function, scale, mood, or to call attention to product

3. Position/Angle SELECTIVE use on tabletop, whimsical itemsSlants and camera angles add interest, eliminate dated look.

4. Focus STRENGTHENS the overall product presentation when used correctlyBACKGROUNDS – soft focus brings product more forwardPRODUCT -- Selective or creative focus provides product interest and dimensionPAGE DESIGN avoiding clutter

1.White Space used SELECTIVELY to draw attention to page elements

a.COPY readability is INCREASED

b.PHOTO receives MORE attention

c.SKU choices are Inset as SILOS in the PANEL

d.Allows REST for the EYE – ability to focus

2.Font Selection for READABILITY, CONSISTENCY and STYLE

a.Body Copy CLEAN easy to read UPDATED font choices

b.Item Name and Order Numbers are BOLD for ease of location

c.Ordering information (WEB address, FAX, Phone numbers) consistently placed

d.Headlines CONSIST with brand but allow CREATIVITY (2-5 choices)

e.Point Sizes/Leading to FIT pages, CALL OUT feature words

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ABOUT THE AUTHOR

Linda Lullie is co-owner of Inspired 2 Design, LLC – a full service Advertising Design & Production company specializing in Small Business Marketing Solutions. Visit them at www.inspired2designllc.com.