Designing Brochures vs. Designing Catalogs

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When it comes to deftly combining the power of the written word with strong imagery to impart visual flair, brochures and catalogs have the market cornered. Both rely on text and pictures to convey information to an audience, offering readers a more in-depth experience than flyers or posters. However, despite their surface similarities, brochures and catalogs actually have very little in common. Although their ultimate purpose is nearly identical, one must approach catalog design and designing brochures in two very different manners. Here are some important ways in which brochures and catalogs differ, and the unique challenges those differences may present to a novice in brochure and catalog design:

• Size. Since brochures are comparatively small, designers need to be more discerning when it comes to both words and graphics. Layout and formatting are extremely important, and designers need to figure out how to adequately inform readers without crowding the page or cramming too much text into a cramped space. Catalogs, on the other hand, are expected to provide readers with comprehensive information on each product featured, including thorough and enticing descriptions, color or style variations, and ordering information.
• Intended audience. There is some crossover, of course, but by and large it can be said that brochures are created with the intention of winning over new customers, while catalogs are designed with regular or existing customers in mind. Of course, the audience you’re intending to reach should dictate how you design your catalog or brochure. For example, if you’re creating an introductory brochure to help generate interest in your company and bring in new clients or customers, you’ll want to use lots of eye-catching imagery in order to encourage people to pick up your brochure in the first place. Text should focus on providing an overview of your goods and services, as well as contact information. Catalogs, however, are usually intended to give people an opportunity to order specific products that they have already demonstrated an interest in – perhaps by requesting a copy of the catalog. This means that, while attractive images are still essential, catalogs need to make room for plenty of descriptive copy and specific ordering information as well.
• Call to action. The key to any successful marketing campaign is to decide on a “call to action,” which will tell your audience exactly what you want them to do. Brochures and catalogs tend to demand very different reactions from readers. While your brochure should be oriented toward encouraging readers to get in touch with you for more detailed information, such as by visiting your store or office or placing a phone call, catalogs are meant to compel readers to place direct orders for merchandise. When designing your brochure or catalog, it’s best to choose a call to action and then focus on clarifying it for your audience.

With these considerations in mind, designing brochures and catalogs should be a snap.