They ask me to critique the catalogs on a regular basis. Evaluating the design of the catalog is important and I believe that “we can always do better.” I usually point out small shortcomings that on their own don’t make a big difference, but collectively can affect results.
However, there are a few things that I think MAY sink your results, so I’m going to share the top five catalog design flaws.
FAULT # 1:
Not working with the COVERS long enough. Seriously, your front and back covers are hands down your most important pages. They are the front doors of your business. If your covers don’t grab attention quickly, quickly say who you are and get the reader in, then they’ve failed.
Also, remember that the back covers are just as important as the front cover. In fact, I consider them more important because the products and messages that you put in this coveted space have the opportunity to trigger a need, desire or curiosity.
Sadly, covers are often an afterthought.
FAULT # 2
Do not create a sense of EXCLUSIVITY for your unique merchandise concept. This is important because, according to research by the ACMA, the number one reason people browse catalogs is because they are looking for something unique. Wow.
What do you do to express your exclusive assortment of merchandise? Does it include images, advertising copy or headlines that point to exclusivity or how you have edited your product assortment?
Few catalogs do. Great fault.
FAULT # 3
The lack of ENGAGING is spreading. Once upon a time, launching a bunch of products in a catalog seemed to work for a lot of brands. All you needed was an image, a paragraph, and a price. For most brands, this no longer works.
We have become a society that demands entertainment. In fact, according to a study by Statistic Brain, our attention span has decreased from 12 seconds (in 2000) to 8.25 seconds (in 2015) … that’s less than a goldfish, which clocks in at 9 seconds!
Consumers want treats for the eyes. For catalogs, this means offering visually interesting extensions that grab the attention and engage the consumer. This can be achieved by creating relevant and engaging topics or stories for each post, or because catalogs are a visual medium, using interesting products or lifestyle images.
FAULT # 4
Lack of BALANCE with images, text and density. This is a close cousin of Fail # 3.
Creating balance in your catalog helps with engagement, which is demonstrated by heatmap research. If everything is the same (images of the same size, the same broadcast density, the same repeated design), consumers spend less time on your catalog. Period.
Large catalogs are designed as a whole, creating a rhythm with a variety of designs.
Sometimes this requires risking valuable real estate for one or two products (or what we like to call “flagship products”). And yes, real estate that features inspiring or inspiring photography that isn’t always about selling a specific product attracts the reader. .
It also requires fearless text editing. We are no longer a nation of readers, as research suggests: 79% of consumers scan-read. You don’t have to tell them everything, just enough to pique their interest and lay out important facts.
FAULT # 5
Paying little attention to important CALLS TO ACTION. This is a hobby of mine. The catalog is intended to CONDUCT the activity. It is not enough to put your phone number and URL at the bottom of the page. And we’ve learned through heatmaps that creating an icon that invites web traffic isn’t enough either (see blog post).
Carefully crafted calls to action that invite the customer to see more, learn more, or participate online is an important feature of the catalog. The invitation copy must be relevant or provide a benefit to the reader, or else space is wasted.
Try this. Get your catalog team together and give your latest catalog an honest appraisal. Forget the little things and use the five failures as a litmus test!