Before we go unusual or unconventional and take
creative approach to break rules, it is vital to know what rules are. There are eight generally accepted rules that generate decent if not impressive results. Nonetheless, no matter how stable rules are, we can always experiment. Here are rules and evasions to rules:1. Always place a best seller in upper right corner of each spread.
Readers glance at a catalog from front to back. Upper right corner is where reader’s eyes first fall thus, it makes sense to put a striking product there. On other hand, not all best sellers are visually compelling or stunning. If this is case, you can put best seller in another high up position in order to encourage viewing whole catalog spread.
2. Keep typography simple and limit number of typefaces.
The copy has to be legible and concise. Do not reduce type to 6 to condense all text. Still, some of elements have to be presented in a bolder or larger typeface to emphasize a special benefit or feature.
3. Always have an order form.
To have a systematic fill out and mail it is essential to have an order form. However, birth of Web together with existence of telephone and fax continue to replace ordering by mail.
4. Consistent layouts are a mark of excellence.
Recognizable spreads, icons and typographical elements are vital in creating a brand image or character. However, if every spread looks same, it may develop boredom and readers may choose not to peruse entire catalog. To encourage readers to spend more time, try to create stoppers using a series of planned layout template changes. You can also use different colors, layout formats and backgrounds to make a compelling change.
5. Standard catalog formats are more lucrative.
You can increase many economies by working with your printer and Postal Service to determine an proficient trim size, but sometimes a distinctive format will magnetize more attention or better augment your brand than a standard full-size, slim-jim, or digest-size catalog, which in turn can increase sales and even bottom line.
