Master Print Communications
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News & Announcements
Print a Successful Catalog Today!
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The catalog is a multi page presentation that offers plenty of room for images and copy. While catalogs are often used as product collateral, the booklet format is a familiar and flexible communications tool ideal for complimenting a direct marketing letter or using for annual reports. The style, design and photography of a catalog make it the perfect promotional mail in disguise. According to the PIA Digital Printing Council, just by having a superior quality front cover, revenue can increase by 30-40 percent. That said, let’s go ahead and look at the building blocks of successful catalog execution:
Beginning the Catalog
Every print project begins with an objective that will determine the look, the feel and presentation of your catalog. Once you have determined what you need to communicate, you can reach the right target groups with your product’s prices, style and fulfillment plan. You must also determine your budget. Being clear on your spending will help your designer choose the right papers, formats, printers and styles of your catalog. You can move forward by defining and organizing your products into groups for navigation and by designing the catalog format. The front cover is an important and forceful page, so do not clutter the cover with too many elements. Applicable elements that should be placed on the cover include the logo, tagline and volume. The cover should flow well with the inside front cover and internal pages. Your back cover is a space for the logo, return address, contact information, mailing panel or a feature product.
The Catalog Production Process
After you’ve planned the catalog layout and decided on the dimensions you must finalize your product data. At this point you are working on the master layout that has been sorted and categorized with images and copy. The master layout includes common page elements, grids, design themes and type specifications. Stick with product descriptive copy for consumer catalogs and if you are working on a business or technical catalog include any information corporate buyers may need to make informed purchase decisions. After you’ve completed and processed layout images, ensure that you have made a CMYK conversion.
Catalog Printing Suggestions
To save money and avoid printing delays there are a couple of catalog printing tips and suggestions you should make a note of. If you are pressed for time, consider adjusting to web press specifications. This will significantly speed up your printing. If your catalog meets a minimum quantity and page count, you can go ahead and work with this printing method. If you can organize your pages in increments of 32 for a catalog sized 8-3/8” x 10-7/8” or 64 for a 5-3/8” x 8-3/8” format, you will save considerable costs with the use of an 8 unit web press and less labor. You may also design a slightly smaller page width and save a considerable amount of money by reducing paper, freight and mailing costs. A standard catalog format is a 32 page 8-3/8” x 10-7/8”; the next cost effective format would be printed in 16 page increments on standard house paper.
To prevent direct mailing delays, submit your mailing list at least 7 days before the scheduled binding and addressing. You must also consider list cleansing and the calculation of estimated postage. When deciding on catalog specifications, you may be tempted to save money with a two color design. Research has shown that four color catalogs generate the best responses by grabbing more attention and generating more sales. If you have any additional questions pertaining to your catalog printing options, your printer will give you the necessary advice. Contact Master Print to get started on your catalog today!
