EXPERT OPINION: A catalogue must encourage a client to a specific action: to make a call, to have a look, to proceed to purchasing

Anfisa Sinyova, PRINTSTORE GROUP:

Catalogue design needs to be of the highest quality and not overloaded. The main objective of any catalogue is to become an effective tool for sales. Additionally, a catalogue should reflect and enhance the company’s image. It is designed to delivery information about the company’s products and services to consumers.

A catalogue must encourage a client to a specific action: to make a call, to have a look, to proceed to purchasing. Therefore, the information must be presented in a simple and accessible form for everyone. The most important visual component in a catalogue are photos, serving as sales-drivers. Thus, a publisher is not recommended to save on neither a photographer, nor a graphic designer, because these people make all the difference to the success and effectiveness of a catalogue. Remember, your communications with a client must be beautiful!