Catalog Copywriting Doesn't Come Naturally - Continued

Design Just as Important as Content

Make it easy to do business by choosing a catalog style that is intuitive, utilitarian and incorporates some white space. Yes, white space. Don't be afraid to use it. Studies have shown that open, more airy designs are easier on the eyes and actually promote sales, thereby stressing "user-friendliness." Using white space effectively in catalog design means leaving some margin around key images; especially photos of your hero or signature products. That gives the customer time to appreciate the visuals of your most important products. Cramming as many images as you can on a page, while seemingly economical, typically turns off the reader. It will result in a visual blur where your customer just glosses over all of your images and ends up looking at (and buying) nothing at all. Always remember, less is more.

Promote Your Catalog - Promote Your Company Image

Your catalog serves as your company's calling card. Aside from containing images that promote your products, your catalog design should always reflect the character and basic credo of your company. It's your key to successful selling.

About the Author:

Paul C. Simcock is a Project Manager at Safety Marketing Services - Brooksville, Florida.
A technology-based marketing organization creating marketing solutions for industrial safety
distributor resellers with expertly designed catalogs, print, displays, web and digital media.