Article by Jenny Dillon
We all know that the primary thing you want a catalog to do is to sell. And yours is probably ticking along just fine. But with just a little effort you could have it bringing in even more orders and adding more customers to your base.
Just as a good website is search engine optimized, your catalog should be human being optimized. Get this right before you go any further, and increase your ROI by hunting down a better catalog printing price from a new supplier with some fresh ideas.
Make sure your company’s brand identity is prominent. Position your logo and company name wisely and frequently. Having them appear on every page is an excellent idea, along with your website address and the phone number for ordering.
Once you’ve settled on a design strategy for your catalog, don’t mess around with it too much between editions. It’s a good idea for your customer to be able to instantly spot one of your catalogs, because they’re more likely to place a second order if they recognize it as belonging to the company that’s served them so well in the past.
When it comes to text fonts, you’ve got to keep things simple. A maximum of two different fonts is advisable, and make sure they’re easy to read. Font size can be varied throughout the catalog, but a word of caution here. Bear in mind that some customers don’t see too well anymore, and they’re going to lose patience if some of your text is so small they have to squint.
