A catalogue or product brochure is one of those tools that keep working long after they leave the print shop. The client comes back to them, browses, compares, shows them to someone else. That is exactly why it pays to spend some time planning well - because here every decision, from format to paper, shows up in the end on the printed page.
- Start with the format and orientation - they set out the whole rest of the layout.
- The page count in bound publications must be a multiple of four.
- Saddle stitching suits thin brochures, perfect binding suits thicker catalogues.
- A grid, good typography and high-resolution photos create a professional effect.
- Bleed, margins and a correct PDF make sure the print matches the design.
Format and orientation - the starting point
Before you drop in the first photo, decide on the format. It determines how much content fits on a page and how the publication sits in the hand. The classic portrait format works for most catalogues - it is convenient to browse and natural to read. Landscape orientation gives more room to wide product photos and panoramic compositions, but can be less handy.
It is also worth thinking practically: should the catalogue fit in a standard envelope, sit on a counter, or go into a folder with an offer. Format is not only aesthetics, but also ease of use. An unusual, custom format can set the publication apart from the competition, but it tends to be more expensive and less practical to mail - so unless you have a strong reason, standard sizes usually hold their own. It also pays to settle the format at the very start, because changing the size halfway through a project means rebuilding the entire layout.
Page count - the multiple-of-four rule
Here comes a rule that is easy to forget: the page count of a bound publication must be a multiple of four. This follows from how a sheet of paper folds into pages - one folded sheet gives four pages. That is why a catalogue can have 8, 12, 16 or 24 pages, but not 10 or 14.
When planning content, it is worth thinking in these blocks from the start. If the material comes out to 14 pages, you have to decide: fill it up to 16 or trim it to 12. Better to plan this at the beginning than to fight the layout just before printing.
Keep one spread in reserve for a table of contents, an introduction or contact details. Often it is exactly these pages that round the publication up to the right multiple of four.
Types of binding - saddle stitch or perfect
The binding method depends mainly on thickness, but it also affects how the catalogue sits in the hand, how much it costs and how long it survives frequent flipping. The two most common solutions answer two different needs - it is worth knowing both before you decide which way to go.
Saddle stitching
The sheets are folded in half and stapled with two staples in the spine - like an ordinary notebook. It is a light, economical and quick solution, ideal for thinner brochures and catalogues with fewer pages. The publication opens flat, which makes viewing spreads easier. Exactly this binding sits behind our full-colour brochures on coated stock and economy brochures - full colour on both sides of offset paper, meant for instruction manuals, rulebooks and training materials.
Perfect binding
The sheets are joined with glue along the spine, which becomes flat - like in a book or a thicker catalogue. This type of binding handles a large page count better, looks solid and lets you print a title on the spine. It is the natural choice for extensive product catalogues meant to make a serious impression. We bind with staples, so if a publication needs a glued spine, you have to look for it outside our calculator.
Grid and layout - the order you do not see
A good layout rests on a grid - an invisible structure of lines that organises the placement of text, photos and margins. Thanks to it, consecutive pages look like part of one whole rather than a collection of loose ideas. The reader's eye likes rhythm and repetition, even if it cannot name them.
It is worth sticking to a few simple rules: a fixed margin width, a repeated place for page numbers, consistent spacing between sections. The more order in the background, the more freely you can play with photos in the foreground.
Think separately about the rhythm of the whole publication. A catalogue reads like a journey - it pays to alternate dense pages of descriptions with light, breathing spreads carrying a full-page photo. That breathing room not only rests the eye but also highlights the most important products. If every page is equally packed with content, the whole thing tires the reader and nothing stays in the memory.
A good layout is like good service - invisible while it works, and instantly noticed when it fails.
Typography and photos - content that stands up
Consistent typography
Limit yourself to one, at most two typefaces and stick to them throughout the publication. Set a fixed hierarchy: how titles, section headings, product descriptions and fine print look. The reader should not have to wonder what is more important - they should see it right away.
High-resolution photos
In a product catalogue photos often sell more than words, which is why their quality is key. Print needs high-resolution files - images taken from a website usually look fine on screen, but on paper they become soft and blurry. It is better to reach for original, large photos and only then build the layout on them.
It also pays to keep a consistent photographic style across the whole catalogue: a similar background, comparable framing and the same colour tone. Photos taken in different conditions, mixed side by side, feel like a random collection even if each one is good on its own. A uniform visual treatment of products works exactly like consistent typography - it builds a sense of order and professionalism.
Photos that are meant to reach the very edge of the page should be prepared with a bleed allowance. A frame trimmed exactly to the cutting line leaves no margin for error.
Cover and inside paper
In a catalogue paper works on two levels. The cover is the first contact - you usually reach for thicker, stiffer paper, often with a finish, so the publication sits well in the hand and resists damage. The inside can be lighter, but not too thin, because print from the neighbouring page shows through paper that is too delicate.
The choice between glossy and matte paper is a matter of character. Gloss boosts the saturation of photos, matte gives elegance and reads better for longer texts. If you are not sure which way to go for a particular brochure or catalogue, it is worth consulting before printing. If you want to understand more deeply how weight and texture affect how a print is perceived, take a look at our post on how to choose the right paper for print - the same rules guide the choice of substrate for a catalogue.
Cover and inside weight
The difference in weight between the cover and the inside makes a catalogue pleasant to handle. A cover that is too thin bends quickly and curls at the corners, making the publication look cheap before anyone even opens it. A paper that is too thick inside, in turn, makes the catalogue stiff and awkward to browse. A well-chosen contrast - a more solid cover, a lighter but non-transparent inside - is one of those details the reader feels even if they rarely name it.
Preparing the PDF file for print
Finally, the most important technical stage: exporting to a print-ready file. A few rules decide whether the print will look like the design.
- PDF format - one file with all pages in order, in a version adapted for print.
- Bleed - graphics extended beyond the cutting line so no white strips are left at the edges after trimming.
- Margins - important text and elements kept away from the edges, safely inside the page.
- CMYK colours - the project in print mode instead of screen RGB, so the colours do not change.
- Embedded fonts - typefaces included in the file so they are not swapped for others at the print shop.
You will find a detailed guide to preparing files in our technical help section. And if you prefer someone to take a look at the design before printing, simply get in touch - we will tell you what to watch out for. The designer's file check with a preview for approval is an option you add in the calculator when ordering. A well-planned catalogue is one that works for your brand for years, rather than landing in the bin after a week.
