Tips for designing a successful product catalogue - Warped Factor - Words in the Key of Geek.

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Tips for designing a successful product catalogue

Nowadays, a product catalogue serves several purposes. It serves not only economic aspects, such as maximising profit, but also individual company aspirations, such as a targeted influence on the image.  


Thus, the product catalogue is to be understood as much more than a mere documentation of a retailer's assortment. Potential customers now expect a product catalogue that is adapted to their needs and characterised by relevant content - this is especially true for the B2B sector. In this sector, there is often a high time pressure, which is why there must be immediate access to the necessary information.  


It would therefore be a mistake to regard the product catalogue solely as an unavoidable cost item - money can indeed be earned with it. But what are the details of a successful product catalogue and how can one be created? The following article provides the answer.  


The important first impression 


The well-known saying that the first impression is the most important one is also true for a product catalogue. If it is not immediately perceived as positive, this impression can hardly be revised. This goes hand in hand with the fact that even the design of the cover must be carefully considered.  


It is essential to have the cover professionally printed and bound. The general corporate design should be reflected in the product catalogue - ideally the company's own colours should be predominant. The cover should also bear both the date and the year.  


Especially when it comes to print products, the feel is also crucial.  

Therefore, the materials should not be skimped on - the highest possible print quality has a great influence on the success of the product catalogue. Accordingly, the services of a specialist should always be used for catalogue printing.   


The first pages 


The first impression is not only made by the cover, but also by the first pages. The most important company information should be printed on these pages.  


This includes, for example, a brief explanation of the company's philosophy. The company's own market position and unique selling proposition or the special features of its own products can also be explained. In addition, the company's headquarters and contact details should be included.  


The products that are shown in the catalogue should also be displayed. Appropriate information can also be given about other products.  


It often makes sense to present discounts for new and existing customers or special prices on the first pages - this makes the whole catalogue look much more interesting to the reader.  


The structure of the content  


In order to structure the contents as clearly as possible, a carefully prepared table of contents is essential. This should have different headings and subheadings, the order of which corresponds to the respective product features. This makes it much easier for potential customers to get a comprehensive overview of the products on offer. 


Within the catalogue, specific focal points are suitable for setting accents. Ideally, this should be done in a modular fashion. This means that the entire product range is divided into different categories. To prevent the content from becoming too complex, it also makes sense to create a separate catalogue for special product groups.  


The catalogue must, of course, have the detailed order information at the end. After viewing the catalogue, this is in fact an incentive for the potential customer to buy. The probability of a purchase is highest at this point, as the reader is already fully immersed in the material.  




It is not to be neglected to make the product catalogue as clear as possible. If it takes too long for the reader to find a certain product, this quickly leads to frustration and displeasure. They often give up the search and discard the catalogue.  


To prevent this, a continuous index is a great help. This should be located both on the right and on the left side of the page. To ensure that orientation can be established as quickly as possible, a separate index must be created for each index, which in turn has headings and subheadings.  


Product communication 


Potential customers can only be completely convinced by professional product communication. They must therefore receive all important information about the products. In addition, a targeted approach is necessary to arouse the prospective customer's motivation to buy.  


In this context, a few points must be taken into account. For example, the reader should not be overwhelmed by excessively long texts. Especially in B2B sales, the motto that time is money is, after all, of great importance. It makes sense, for example, to visualise all data with the help of clear tables and diagrams. In addition, special highlights mark information that is particularly important. Various icons can be used for this purpose.  


Product descriptions should always have a uniform structure. A professional and convincing style of language shows itself to be clear and concise. It is also advantageous to address customers directly, for example in the form of helpful tips or targeted calls to action.  


The design 


When it comes to the basic design of the product catalogue, the corporate design should be used as a guideline in order to underline the company's professionalism - after all, the product catalogue is a kind of reference work for the company's own products.  


The most important information should always be marked and positioned as visibly as possible. Options for this include bold print, underlining or highlighting in coloured boxes. Nevertheless, the adage "less is more" should be followed - if the design of the catalogue appears too restless and unstructured, it will have a dubious effect.  


It goes without saying that high value should also be placed on high-quality and professionally taken product photos. The photos should therefore always be taken by a trained product photographer.  


The format 


Which format is the right one for the product catalogue is influenced by various factors.  


Especially for complex product ranges, digital versions naturally offer more extensive possibilities. In addition, they allow additional information to be linked directly without lengthening the continuous text.  


However, if a print product is to be created, proven mechanisms should be used. The potential customer will immediately engage with the catalogue much more intensively if it is characterised by a high-quality feel and durability. This simultaneously builds important credibility and trust.  


A particularly recommendable solution, however, is to publish the product catalogue both offline and online. In this way, the widest possible reach can be achieved and a very diversified target group can be reached. In this way, it is possible to benefit from the specific advantages of both formats at the same time. 

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