Articles: catalogue

A catalogue differs from a leaflet because people reach for it once they are already considering a purchase. It should answer questions rather than persuade from scratch. These articles approach it through structure and the comfort of the reader.

Before you lay out any pages

A few decisions taken early, before design begins, save the most time later.

• Who it is for - a catalogue for a shopper looks nothing like one for a trade buyer.
• The order - group products the way customers think about them, not the way the warehouse is arranged.
• How many pages - fewer pages with substance beat bulk for its own sake.
• One product card - a repeatable pattern where every detail always sits in the same place.
• What happens next - an obvious way to get in touch and to order.

Sample books and digital versions

A sample book follows its own rules, because the customer handles the material and compares pieces in their hands. Order matters, so do equal-sized swatches and a clear label on each one. A set like this shortens a sales conversation more than any written description.

The third thread is a catalogue loaded onto a memory stick and handed over at a meeting or a trade fair. It suits a wide range and data that changes often, since the stick stays with the client and the contents can be prepared for one particular conversation.