Catalog Production: Sorting Out a Complex Process
Each product is assigned to a particular page. An approximation of the space it’ll occupy will be determined. The design team will use this blueprint to execute the detailed page layouts.
6. Pay attention to pagination and space allocation. They’re critical not only for the look of the book, but also for the sales potential. Always paginate with your customer in mind. How does she shop and what type of page and category organization will make sense to her? In other words, the flow of the product presentation should be reasoned and sensible to your customers.
Typically, the more space allocated to a product, the greater the sales it’ll produce. The trick is to ensure that the extra space generates enough additional sales to pay for the additional cost of the added space. Best sellers get more space and marginal ones get less. New products should be prominent, but they shouldn’t necessarily occupy the largest amount of space or the hot locations.
The pagination process will result in all products allocated to specific pages and an approximate amount of space allocated to each item.
7. Finalize merchandise decisions during the pagination process. Those on the bubble are either assigned space or held for future catalogs. It’s critical that there be a cut-off date — namely, at the time of this meeting — when no further products can be considered for the catalog.
Although this is the heart of the creative process, don’t skip or cut short any of the previous steps. That’ll jeopardize the selling power of your catalog.
8. The design team needs to develop the first draft of detailed page layouts using the pagination and space allocation blueprint, and the approved concepts developed during the planning meeting. This will show you the alloted space for each product will be used. Space for image, copy, illustrations, etc., will be designated in the initial layouts.