All you need to know about catalog design for companies
Knowing how to detect when your company needs a catalog, either printed or online, is very simple. Most brands that use this type of editorial design do so as part of their strategic marketing plan with the aim of increasing sales and customer loyalty. Of course, also, in order to establish their own brand in the imagination of their target by transmitting corporate values and defining the logo.
The quality of a good catalog design lies in the development process and in the graphic design team. With these two elements, success is assured, regardless of the medium chosen; we have already mentioned that there are two possibilities. The first option, on paper, is the preferred choice in certain sectors where e-commerce is not a priority. However, the printed catalog is optional, unlike the digital version, which is practically obligatory for any company, whatever its activity.
The main reason for betting once again on the online route is the increase, and every year more, of the importance that the Internet has nowadays in our lives. According to a study by Statista, a German website dedicated to the analysis of statistics, almost 22% of the world's population buys online.
Although it is true that in the real estate sector this percentage is lower, they are confident that with technological advances and new 3D rendering tools, 360º virtual tours and 3D animation will transform the buying process into a completely digital experience. However, we can add that among the advantages of making a digital catalog are:
Economic savings. Both in materials and printing costs. In this way, we will have a more sustainable catalog.
Time saving. Once designed, it would already be finished and there would be no need to wait for the printer to finish the process.
Flexibility. A digital catalog is in no way subject to spaces (number of pages, printing format...) and admits changes at any time.
Interactivity. Through forms or surveys we can collect data from our potential customers and add them to the company's database.
Once the catalog format has been selected, the next step is to shape it. But first we must define two very important things: why we are doing it and to whom we are going to address it. The first question is solved by itself when we decide if the catalog is to be permanent in time or, on the contrary, it is for a specific event or a fair we are going to attend. The second question, that of the target audience, is very easy, since we only need to go to our brandbook.
This document will also inform us about the company's corporate guidelines to be followed for the creation of the catalog: typography, colors, images, values, etc. Everything to achieve harmony and coherence with the brand image. We must also make sure that we are offering a solution to our clients' needs, not just a corporate document that benefits the company. For this reason it is necessary to take care of every detail and orient all the tools to improve the intention to buy, and therefore to increase sales. To do this, we must follow some steps that can be summarized as follows:
Product. Delimit which product you want to advertise. If what you need is to make a corporate catalog that includes several of your services, you must select which are the most important and, therefore, the ones that can attract the public the most.
Structure. Define where the new catalog fits into the company's marketing plan. Put it in value, analyze the brand globally and find the perfect structure so that it is the most beneficial.
Creativity. In the age of visuals, the more eye-catching something is, the better. This section includes the precision of texts, logos and images, as well as different visual graphic elements. Always keeping the corporate coherence with the brand.
Layout. Once all the elements are defined, it is time for the layout, revision and correction. Many times we bet on our ideas but when we visualize them we realize that they are not the best option, so we should not be afraid to change the structure or the design if we are not convinced.
If we finally accept the need for our company to have a catalog, there are many programs to work with and layout. Perhaps the most widely used is Adobe Indesign, although there are others such as Affinity Publisher and even specialized software such as Scribus.
In any case, we will always find advertising and graphic design agencies to trust and entrust them with the design of our catalog.