Marketing BEEP

Choosing the Right Grid for Print Catalog Pages

Using grids to lay out a print catalog can seem confusing at times. They can however be a useful tool in creating a page that makes sense. Remember that the grids are there to help guide your design, but don't let the grid force decisions on your page. Instead, choose a grid that compliments your content.

A few things to keep in mind...

There are a few elements that will determine which grid to use. Page elements, including graphics and text and whatever else you put on the page, will determine the grid. The type of text, whether you are using short or extended articles, will also be a factor. Lastly, the photographs and illustrations, what size and shape they are, will help you choose which grid to go with. 

Some guidelines for grids with different projects:

Books with mostly text and a few graphics would require a 1-3 grid only, while catalog printing with lots of picture would require many more grids. The more grids you use, the smaller each individual unit would be; therefore, you can insert more graphics and text. 

Newsletters use columnar grids more often. 1,2, or 3 columns work nicely for a newsletter with long articles with lots of text. Four or more columns give you a wider range of possibilities to mix it up with graphics. Keep in mind that even-numbered grids can make the page seem too symmetric. 

Suggestions for making grids versatile:

Instead of forming your content to fit into a grid, mix up the uses of your units. For instance, you can use two columns for text and then the third and fourth combined for a picture. Or you can leave some grids blank for extra white space. Be flexible with the use of grids to add interest to your print catalog. 

An idea to add variety to your print catalog pages:

Instead of using the same grid for every page, choose two and alternate them as is appropriate. Use one grid for short articles and the other for more lengthy ones. Or, use one for text-heavy pages and a different one for pages with lots of pictures. 

Once you are familiar with the different styles of grids, you will be able choose them more easily. Once you are comfortable with grids, your page design will be a breeze. 

5 Keys to Effective Catalogs

Whether you are an old pro at printing catalogs for your business, or you are a catalog printing rookie, there are some things you need to know.  Here are five essential items for your mental toolkit.

Catalog Success Key Number One: Ask for Action!

There are far too many catalogs out there that do not include a call to action.  The best catalogs in the world will not be very effective if it does not tell the customer what he needs to do next to buy your product.  Always include several calls to action in your catalogs.  Whenever a customer sees a product he likes, you want him to know exactly how he can buy that product.  So make it easy for him to do just that.  Include your phone number or email address and the specific way to make an order.

Catalog Success Key Number Two: Contact Information

This pretty much goes hand in hand with key number one.  If the customer does not know how to contact you, she can’t order your products.  And if she can’t order your products, she can’t give you her money.  And if she can’t give you her money, your business is going to fail.  Make sure you clearly display your contact information (phone numbers, website addresses, email addresses) in several prominent areas in your catalog.

Catalog Success Key Number Three: Emphasize Your Company

You often hear about your “brand”.  Your brand is (or should be) incorporated into all of your marketing materials, including your catalogs.  Once you design an effective brand, and blend that into an attractive logo, use them!  Put it on the front of your catalog, and find a way to mix it into the contents of your catalog in an appealing way.  The more times a customer sees your logo and the “brand” that you are presenting, the better the chances that it will stick in his brain.

Catalog Success Key Number Four: Consistent Design

Your catalog should have a concept behind it, and that concept should permeate the entire catalog.  If you are going with a holiday theme, stick with it throughout the catalog.  Do not confuse the reader by switching up the catalog’s concept halfway through.  Come up with a theme or an idea that will drive your catalog, and use it all the way through the entire campaign.

Catalog Success Key Number Five: It’s Still About Quality

The word “quality” is thrown around a lot, and it may feel stale.  But when it comes to your catalog printing, it is still vital.  You absolutely must use quality products in the design and production of your catalog.  Anything less than quality will be noticeable to your readers, and will give them the impression that you are cheap.  It is far better to spend more money on a quality catalog than to offend potential customers with a cheap one.  Even if your products are of the highest quality, your customers won’t know it if you hand them a cheap catalog.

 

Bringing Your Brand to Life: Brand Implementation

A good branding strategy means a company understands the needs and wants of its customers. A brand is a perception or an opinion your customers have about your company and products – it’s not something that can be touched or seen. You have the power to influence some aspects of your brand, but ultimately it’s up to your customers to decide on whether your brand is positive or negative.

The best way to influence your customers about your brand is to implement it. That might seem simplistic, but many companies put together a logo, slogan, sign and/or design and call that their brand. They don’t put their brand out there for the world to see. They don’t use it consistently in all company communications. Brand implementation means using your brand elements in every aspect of business from business cards to packaging to the way you answer the phone.

Color
One of the basic and easiest ways to implement your brand across all company communications is to pick a color scheme and use it. In everything. Coca-Cola and Target use red in their TV commercials, Facebook uses blue, UPS uses brown. Color is a major indicator of certain brands, and it could be for you if you want it to be.

Slogan Use
A great way to implement your brand is to use a slogan in all of your communications, including answering the phone. From sales letters to brochures to letterhead, your slogan can be used everywhere to remind customers of your brand values. If your slogan is “We love our customers” saying that when you answer the phone or placing that at the top of your letterhead reminds customers that you value them.

Educate Your Employees
Your employees probably know all about the products you carry or the services you offer. But do the employees know why you present these offerings? If your employees don’t know what your brand values are, they won’t know how to implement them with your customers.

Use Consistent Terms and Tone in Communications
The best way to implement your brand is to keep it consistent across all communications. Use consistent terms for all of your products every time. If you use a formal tone on your Web site, you should use a formal tone in your brochures, sales letters and as you address customers that come into your store.

Having a strong brand is as important as ever when consumers are forced to be more choosy about where to spend their hard earned money in a tough economy. The best way to make sure your brand stays in the front of consumers’ minds is to use your brand elements consistently so that they’re recognizable in all situations.