Catalog design and printing

Start with the product data

List every product with the information the catalogue will show: name, code, description, key specifications, sizes or variants, image and, if included, price. A spreadsheet or product database is the usual source. Gaps and inconsistencies in the data become visible quickly, and fixing them before design saves a great deal of time later.

Page templates

Helping buyers find things

Organise sections the way buyers look for products, which may differ from how you stock them. Use clear section openers, tabs or colour coding, page numbers, a contents page and an index by product code or name. For trade buyers, a code index can be the most-used page.

Photography

Consistent product photos, taken with the same lighting and angles, make a catalogue look coherent. Mixed photos from suppliers can look untidy. Images need enough resolution for print, and colours should be checked on a printed proof, since buyers may order based on what they see.

Prices and changing details

Prices can change more often than products. A separate price list, or a catalogue without prices and a link to current pricing, lets the catalogue last longer. If prices are printed, state the date they apply from. Marketing claims and prices in printed material fall under the CAP Code, so keep them accurate.

Print decisions

From data to printed catalogue

1. 01

   Data

   Products cleaned and complete.

   Output: Product list

2. 02

   Structure

   Sections and page plan.

   Output: Flatplan

3. 03

   Templates

   Page layouts designed.

   Output: Template set

4. 04

   Layout

   Products placed.

   Output: Full draft

5. 05

   Proof and print

   Checked, then printed.

   Output: Catalogues

Example: a trade catalogue

Print, digital or both

A digital PDF catalogue can be updated more easily and include links to product pages. Print still suits buyers who browse at a desk or on a trade counter. Some businesses use both, with the same layout.

Accuracy

Every product code, size and specification must be correct. Build in a check against the source data before proofing, and ask product staff to review their sections.

Showing variants

Products with many sizes or colours can crowd a page. A small table under one image, listing each variant's code and size, keeps the page tidy. Colour swatches need checking on a printed proof, since printed colours can differ from the product. Decide how variants will be shown before templates are designed, so every section follows the same pattern.

How to order

Give clear ordering information: how to order, minimum quantities if any, delivery and returns, and contact details. For trade customers, an order form page or a link to an online trade portal helps.

Cover and first pages

The cover should say whose catalogue it is, which season or year it covers and what range it includes. The first pages can introduce the business, highlight new products and explain how to use the catalogue.