This checklist of common do’s and don’ts in catalog design and printing will not only help you get incredible results for your catalog but also keep the design and printing process running as smoothly as possible.

Catalog Design

Do:

• Use contrasting colors that match your image.
• Think simple – eliminate unnecessary words, images, and other cluttering design elements.
• Design according to your company image and audience.
• Include an order form as well as other ordering options such as a phone number and website.
• Emphasize discounts and special offers.
• Include a one-page design for a couple of featured products.
• Use bullets to break up longer blocks of text.

Don’t:

• Use more than 4 colors in your design.
• Include more than one product in each photograph.
• Choose more than two or three typefaces and two or three font styles.
• Use overly technical language; think 3rd grade level of comprehension.
• Choose fonts that have too many curls for readability purposes.
• Use the product name for headlines; include benefits.
• Include too many products on each spread.

Catalog Printing

Do:

• Use a professional offset lithography printer.
• Choose a page amount in increments of four.
• Consider asking for a physical proof so you can see exactly what your customers will receive.
• Convert your colors from RGB to CMYK before sending to print.
• Find out from your printer what file format and version they prefer.
• Go with the higher quantity since the more you order, the less your cost per catalog.

Don’t:

• Mail the catalogs yourself; instead use the mailing services provided by your printer.
• Use a printer that does not have experience with catalog printing.
• Order anything but saddle-stitched binding for both a reasonable price and durability.
• Send your catalog to print earlier than a week before scheduled mailing date.
• Forget to send your picture and font files in addition to the design file.
• Embed images into your design document; create links to the picture files.