Catalogs still reel in the business

By Winn Apple   |   Published May, 2013

Despite the birth of the digital age, a printed catalog is as popular as ever.

Considering the cost of printing and mailing catalogs, you’d think that the electronic version would win out. Why would a business opt to spend their marketing dollars on printing a catalog if it didn’t yield a high return on their investment?

They wouldn’t.

Printed catalogs are the god send for waiting room boredom. Though they may clog your mailbox, printed catalogs conjure a spark of anticipation – their pages filled with irresistible products. Circling the items you’d love to have and fantasizing how your room or wardrobe would look with the new additions just turns your day around!

Honestly, most of us sit staring at a computer screen all day in our lil cubicle. We don’t want to browse a catalog via the internet. We want it printed. We want to flip through the crisp catalog pages while sipping some beverage.

Billions of catalogs are printed every year. Yes...billions – around 12 billion.

Considering catalogs remain effective in generating revenue, what should you consider when designing yours?

That depends on the purpose of your catalog.

Though catalogs are generally thought of as a product touting pages, the term catalog can refer to any multi page printed piece.

Many organizations print a yearly or quarterly catalog detailing the events and successes – letting their supporters know the value their work represents and assuring their supporters of the difference their donation dollar makes.

Design firms and architects print catalogs detailing their recent projects and awards – if long standing, a firm may even print a retrospect of their work.

Despite the nature of a printed catalog, the underlying intent remains the same – generate revenue. Whether through delivering product into potential client’s hands or instilling confidence in your readers, the intention remains the same.

What are some of the key factors in determining the success of your catalog?

A targeted mailing list is crucial. Printed catalogs are not cheap to produce. Printing and mailing your catalog can rack up quite a bill. You want to ensure that you deliver them to the right hands.

Make sure the cover of your catalog is compelling. You hope to inspire your reader to atleast flip through upon receiving it. Other catalogs are close behind – all volleying for your reader’s attention.

Make sure the pages are not jammed with text. A page full of text with beefy paragraphs will turn your reader away. Make certain your paragraphs are short with plenty of white space to pull them in.

Place images you want to receive attention in the upper right hand corner. The eye naturally is pulled to this part of the page, making products placed here your big sellers. Attention grabbing images pulling a reader into a story can go here too. Call out to your reader - guide them to what is most important.

Lastly, consider printing green. An eco-friendly catalog will not go unnoticed. Include the recycled logo, not only encouraging your reader to recycled your lovely catalog when finished, but letting them know they can feel good about doing business with you.

We also offer on-line catalog printing. If your catalog files are ready to send to press – visit our on-line eco-friendly printing site, PrintingGreen.com. Send your catalog to press instantly.

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About the Author

In addition to crafting content and blogs, Winn Apple writes short stories and novellas for middle-grade readers. You can find her short stories along with a portfolio on her site, MysticJunkyard.com or on her soon to release website, snugbuggle.com - the best darn place to find short stories for kids.