The Catalog Doctor: Profit Prescriptions for Product Density

One of the most-asked questions I get is, “What product density is right for my catalog?”

There are two main drivers to finding your appropriate product density (or the average number of products per page): your brand and your square inch sales report.

Brand. In general — but not in every case — the more upscale the brand, the lower the product density; the more downscale the brand, the higher the product density. So if you’re starting a new catalog and have no idea what density to use, look at competitive catalogs (or noncompetitors who sell to your audience), and take your cue from them.