Creating your first printed product catalog or revamping one that’s been going out for a while? Using a checklist can help ensure that you don’t overlook key elements that enable readers to place orders easily and with confidence. Details matter in catalogs!
1. Layout. Any catalog longer than four pages needs page numbers and a table of contents that helps readers quickly find what they’re looking for. Your page design should also make it easy to find item names and prices. If your order form lists the names of your items for customers to check off and add quantities, then those names must exactly match the names used in the product descriptions.
2. Company profile. Never assume that those receiving the catalog know who you are. Even if they’ve placed previous orders with you, readers should find background information about your company – usually on page 2 or 3 or inside the back cover. How long have you been in business? How do you differ from other vendors in your industry? What are you particularly known for?
3. Shipping information. People wanting to place an order must be able to find the cost and speed of shipping for just about any possible shipping situation. What are the rates for shipping within your own country and for shipping to other countries? Is the shipping fee calculated according to the number of items, their weight or the total amount of the order? Can one pay extra for rush shipping, and if so, how much is that? All this must be clearly explained in an easily findable location in the catalog.
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