The Complete Graphic Designer

The Complete Graphic Designer

108

Brochures and catalogs have similar functions in that

their primary goal is to sell products or services to

a specifi c target market. The difference between

them is that brochures tend to feature only one line

of products or services, and are used as leave-behind

pieces by salespeople who will ultimately follow up

with a customer, whereas catalogs contain a variety of

items from different product lines, and are delivered to

the customer without a sales person to help persuade

them into action. The catalog must therefore work

harder to engage the viewer through beautiful photog-

raphy and detailed descriptions.

Catalogs often use imagery that

not only appeals to the audience

but shows the product in use. North

Face, a high-end outdoor apparel

company, provides customers with

a variety of information by featuring

dramatic action and close-up shots

that highlight product features and

fabrics along with color choices or

corresponding accessories.

Design: Satellite Design

Catalog Design

In this Pottery Barn Kids catalog,

children are shown using the actual

products. The use of professional

models within a catalog makes the

images seem more realistic and the

products more appealing.

Design: Cahan & Associates

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p084-111_Text file_.indd 108CGD p084-111_Text file_.indd 108 1/20/09 10:37:42 AM1/20/09 10:37:42 AM

Common Design Jobs

109

Effective catalogs allow users to

quickly locate the information they

need. The simplest way to do this is

to organize the content into clearly

defi ned and labeled sections that

are easy to fi nd and differentiate.

These product categories may be

defi ned by the type of item, the

function it performs, or where it is

used. Graphically, the designer may

use large images, headlines, or col-

or coding to indicate the various

sections. It is equally imperative

that the layout fl ow from spread to

spread is easy to navigate, which a

well-defi ned grid can ensure.

Since buyers usually do not have

physical interaction with a product,

it is important that featured items are

represented accurately in the catalog

through clear photography and de-

tailed descriptions. Size, color, price,

and other distinguishing character-

istics should be highlighted in the

body copy for quick recognition.

The Old House Style Guide for Rejuvenation

chose a unique way to showcase its various

products. The turn-wheel format allows users to

select the decorating period they are interested

in and then provides useful background informa-

tion about that era. Once a style is selected

by turning the rotating wheel, appropriate

furnishings and fi xtures for that time period are

displayed through die-cut windows on the back.

Design: Gardner Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p084-111_Text file_.indd 109CGD p084-111_Text file_.indd 109 1/20/09 10:37:45 AM1/20/09 10:37:45 AM

The clean and contemporary style of West Elm’s

furniture and accessories are clearly commu-

nicated through the geometric layouts of the

catalog. Cool colors and a discernable grid lend

a clean elegance to the design, while location

photography complements the actual products.

Design: Templin Brink

The Complete Graphic Designer

110

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p084-111_Text file_.indd 110CGD p084-111_Text file_.indd 110 1/20/09 10:37:49 AM1/20/09 10:37:49 AM

Common Design Jobs

111

Some catalogs consist of a narrative about a company or its products,

or establish a tone for the piece through imagery. Psychedelic patterns

adorn the front of this bar stool and chair catalog, while gritty collaged

illustrations are interspersed throughout, running alongside the actual

product photography.

Design: Shira Shechter Studio

Catalog Design Considerations

1. Contact information

Contact information, including phone numbers and

website addresses, is essential to the layout and must

appear on every spread in case a customer tears a page

from the catalog and would like to place an order.

2. Detailed product photography

Every image should not only show the product in

its best light, but the tone of the photography must

match the tone of the catalog and convey qualities

that express the nature of the brand. Color is critical—

what the customer sees in the catalog should clearly

refl ect the actual item in every way.

3. Navigation

Catalogs should be easy to use. Label all product images

with numbers or letters that correspond with descrip-

tions that appear near the photo or in a specifi c location

on the page.

4. Ordering information

Sizing charts, billing information, shipping instruc-

tions, and payment details are essential for a success-

ful transaction. Make sure this area is well organized

and complete.

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

CGD p084-111_Text file_.indd 111CGD p084-111_Text file_.indd 111 1/20/09 10:37:53 AM1/20/09 10:37:53 AM