Catalog Production: Sorting Out a Complex Process

When your brand strategy is clear to all employees, your merchandise selection, catalog and Web site will reflect it and communicate your strength to customers. On the other hand, if you can’t differentiate yourself from the competition, your chances of success are greatly diminished.

2. Pay attention to the look of your catalog. It should reflect your branding, all the way from the tone of voice used in your copy to the paper and the product density per page, to the style of photography and the fonts you employ.