How to Print a Catalog for Your Business
Printing a catalog for your business is not as overwhelming an experience as you might think
, if you approach it in the right way. Here's a step-by-step overview to printing a catalog that will help you get your project off on the right foot.Your Angle
The most important question to ask yourself before you get started is what's my market? As a business owner, you would think you would already know the answer to this however, sitting down and brainstorming specifics can bring up points you might not have considered before.
Think of a catalog as creating your ideal customer's ideal world. Is your ideal customer a pragmatic person who likes things that are straightforward and user-friendly? Is your ideal customer someone with more romantic sensibilities? The answer to these questions will go straight to informing your next step.
Your Design Approach
Now that we know the tone of the world we want to create for our ideal customer, we can tailor the design approach to fit him or her. Our pragmatic customer, for example, would need a simple direct design with a lot of product detail. Our romantic customer might want something more picturesque or "design" heavy that sells an image or idea that surrounds the product. These differences in approach will decide how many spreads, photos, and text you will have and will define the timeline and budget of the project.
Your Team
Selecting your catalog production or design company is crucial to translating your vision into print. You will want to work with people who specialize in catalog production. Working with professionals who are familiar with the work will save you a huge amount of time and money. Same goes for your product photographer- make sure you get someone who understands taking catalog-ready images.
The Production Phase
After selecting your team and explaining your vision to them, you will most likely begin the production phase with layout sketches. These will give you an idea of the overall look of the project.
Next, you will begin compiling all the information on your products and reformatting it for the catalog. The usual product description for your average consumer catalog should be about 40 words in length. Make sure you give specific instructions to your design team as to what the text applies to and where it should appear in your catalog's layout, using your layout sketches as reference. You will also want additional copy written from a marketing/advertising perspective, of course, that adds selling points and ambience to the entire book.
Photography approval follows. Make sure that the photographs display your products in the best way possible and fit in with the overall aesthetic of the catalog.
The final stage is, of course, creating and confirming layout before going to print. Don't be afraid to take the initiative and make the changes you want- even if the job takes a bit longer and costs a bit more you will be sure to get the selling tool you need for your business to grow and prosper.
How to Print a Catalog for Your Business
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