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Catalog design

When coming up with a certain product, one has to think about how he/she is going to present the product in front of others. This is dependent upon the audience that one would like to attract and target. Some companies like to go for a niche while others would prefer mass marketing. Either way, the presentation of a product would vary.

If you would like to sell jewelry to wealthy clients who can afford to pay for it, your advertisement campaign would focus on these people. You may show wealthy women wearing such jewelry in order to attract wealthy customers. In comparison to this, if one were looking to sell clothes to the masses, the advertisement campaign organized would be different- rather than targeting the upper class, only, it would be made in a way to attract all sorts of clients and people. Thus the difference lies in the audience.

Similarly, the catalog design plays an integral role when it comes to attracting a specific crowd/clientele to a product. Think of your design as an invitation to the customer/clients you want to attract. The kind of people you like to attract would depend upon the way your catalog presents your products to them.

Let us look at how you would design a catalog for a gymnasium.

Think about what it is that would be attracted to. What kind of people do you want to attract? This would depend upon the culture of the people you’re trying to attract. If you want to attract the masses, look at what it is that people go for. While you may be able to display shirtless models on your catalog in a secular country like the United States, you may have to use other ways to attract the masses in a country like, say, Saudi Arabia where this isn’t allowed for religious reasons.

Think about how you could make a catalog that people can relate to. Again, this depends upon the market you’re targeting. If you want to attract the masses, you may go for a general design but one that people of the region can relate to. For example, if you were to make a catalog regarding a gymnasium, while you’d be able to show men and women working out in a gymnasium in most European countries, and American states, you may be better off showing gym equipment in your catalog if you are trying to appeal to the masses in the Middle East.

What kind of lifestyle are you trying to attract people to? Or what sort of a lifestyle does your market have? The message that you are trying to convey to the market depends upon these two questions. If you were trying to appeal to people living in a country where people live to eat, you may have to use a different design as opposed to people living in a country where people understand the need to maintain their bodies and be fit. In the former case you may use designs that show the need for a healthy diet and workout plan. Perhaps you could show "before" and "after" pictures or use these in your catalog design. In the latter you could show healthy people working out at gym since that’s what people would be attracted to in countries that are aware of the importance of maintaining a healthy lifestyle. Maybe you could use your own pictures instead to show people where you were and where you are now where your health and body are concerned.

If you want to attract a company your catalog design may vary. You may be trying to convince a company to invest in, say, a plaza or a mall. The designs you use in your catalog could be reflective of what you have in mind regarding the mall. You could use 3D pictures and designs and make a catalog on your computer instead.

Keep your brand’s image in mind.

You could use your logo on your catalog in order to attract people though this depends upon how well-established a company is. The more well-established a company is, the more people would be attracted towards it and they would be interested to know what the company is presenting in its catalog. A company that is newer and/or unknown may have to focus on the product itself whereas a well-known one could use its image in its catalog design to attract people.

What is it that you are trying to sell? Your product is the center piece and the theme of your catalog (provided you are interested in informing people of a product rather than conveying a certain message to them). If a new clothing line is your product, it may be better for you to focus on what your models wear rather than going for designs and patterns that aren’t needed. Or your catalog design could consist of the accessories and clothes you’re using to attract people. This again depends upon the people you are trying to target.

If the clothes you are selling are expensive and "couture" your catalog would be designed to attract the wealthier, upper class people. If you’re selling casual wear, your design should be such that everyone could relate to it.

Some companies use catalogs to convey and important message regarding certain issues in the world such as AIDS, HIV, cancer, cholera, starvation and other such issues. Their catalog designs would vary. These companies may use catalog designs that are representative of the problems themselves. For example, a company emphasizing upon the need for donations to help cancer patients may use designs which show the dangers of smoking and the number of people suffering from cancer around the world. Or they may use simplistic designs: the color red is often used to represent people suffering from AIDS/HIV. An organization focusing on the need to eradicate or control the disease may use the color in order to play upon people’s emotions and thus attract donors.

Regardless of the product or the message, the catalog needs to be designed in a way that it would reflect the company. In a world that is still recovering from the economic setback of 2009, it wouldn’t make sense to focus on the need to spend more money in your designs if, say, you were a company trying to sell jewelry.



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