The star of the catalog show
Printing catalogs is not just about putting on everything
designers learned in design school. Or choosing the proper
layout and fonts. There are many factors that should be
considered first. There are also some sure fire tips to make the
factors work for the best.
The merchandise should be the star of the show. Of the entire
publication, for that matter. And why not? It is what you are
trying to present or sell in the first place. Therefore they
should be first and foremost in every board. The graphic design,
along with the treatments and headlines, should just be the
second priority. Filling the catalog with designs can make the
presentation of the product disappear among the complications in
the page. We know for a fact that these designs adds some
excitement but it is certainly not there to cover the product
altogether. Use them merely to enhance the product more.
Connection using photos. Photos add credibility to what is being
stated. They show the actual example or the depiction of the
product and services. Although it is already a known fact that
pictures are sometimes not what they seem in person, still
people get attracted by them. It would be an obvious lie if
people say that they look at texts first before the pictures. It
is always the other way around.
Make use of borders. Special effects in catalog design cannot be
avoided. Center, inverts, overlapping are just some rules that
should be followed in the application of special effects.
Sometimes though the rules can be bended to make way for brand
new ones that is effective too. What is needed to know now is
when to use the technique. It takes a good eye for details to
figure out when and where to use to put the technique in
designs.
The background should not overwhelm the foreground. To make
certain that the product is clearly seen in the lead, background
designs should be kept to the minimum or be perfectly done to
not suffuse what is in the lead. It is important to know that
backgrounds are made to offset and not to upset. As with any
other kind of designs, their use is just to give information, to
add amusement and to explain what the merchandise is about and
not to affect how the product is presented. The essence is still
the main thing that should be inherent in catalogs. It is not
advisable to exchange them for designs that can overpower them.
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