Advance Preparation–Know Your Market

Considering a few important questions will help you establish where you are and where you are going.
Do you know who is buying, or will want to buy your products? Some thought and a bit of research into who your customers are or who your products are of use to will help you focus your marketing efforts effectively.

Do you sell directly to consumers, or to retailers, or to both?

Are there any existing products that fill the same need? If so have you compared your products to theirs and looked at their sales materials? Doing so will give you a good idea of the market for your product. It will also help you assess the comparative advantages of your products. How are your products better than the competition? Do they have new features? Do they cost less? If not, are they worth paying more for?

In planning your catalog, it will also help to assess the competition’s catalogs for effective design, photography and information. Note what you like or dislike about them.

Once you have a good idea of the market situation in your product area you are ready to begin planning your catalog.

Step One–Catalog Design

After you’ve done your research, you’re ready to consult a graphic designer to plan your catalog. Just as you would need an architect before building a house, your first step is to assess your needs and create an attractive, effective design. A graphic designer provides the vital art direction for a successful catalog. Together you will decide what is important to include and what to leave out, as well as the overall layout and color scheme. Additional design services that may be needed at this stage are a company logo and package design.

This is when photography needs are determined–what needs to be shown and how best to do that. Will group shots work well, or are individual photos most effective? Are any detail shots of special features needed? What kind of lighting, and background and props if any, will enhance the presentation? It is also important to determine the shape and sizes of photos to work in the layout.

At the same time the visual elements are coordinated, copy needs (text) explaining essential features and details about your company will be determined.

Step Two–Photography

Photography is comparable to the construction phase of building a house. It will be most effective and efficient when employed after the design stage is completed. Of course you want the highest quality representation of your products, so it makes sense to get professional help. This imparts a higher credibility to your company and products that improves sales.

It is important to know the number, size and shape of the photos needed, as well as the appropriate lighting, background and any props to be used before the photo session. In some cases, specific items or materials may need to be procured first. In this way, the vision of the designer can best be rendered.

It is also important that the products to be photographed are hand picked for perfect details (no imperfections, correct color and finish, straight labels, etc.). Several perfect samples of each product should be brought to the studio. If food is being shown, extra product for refreshing samples and showing usage is essential.

Step Three–Printing & Web Site Publishing

High quality color printing is the final step in producing a successful catalog. An experienced printer, who works closely with the graphic designer and employs professional press equipment and operators, using the best paper and ink will most effectively render the good design and photography already produced.

At this time also, the overall graphic design can be most effectively translated into an attractive and functional web site. You may only want to provide prospective customers with information about your products, or you may choose to create an e-commerce site to make sales directly over the internet. In either case, it is important that the site look consistent with your other marketing materials and reflect professionalism to instill confidence in your customers who may be thousands of miles away.