Catalog Production: Sorting Out a Complex Process
9. Incorporate management and merchandise feedback for the second draft of layouts. They should be close to the final look. These pages are sent to copy and photography. All departments involved in the review process should take the early rounds seriously. One set of comments should be compiled and returned to the design team prior to the preparation of subsequent drafts. Production time and costs will escalate if key personnel withhold comments until later in the process.
10. Write manuscript copy to fit the layouts. Any issues where particularly long copy, sidebars, etc., are needed should be discussed at the planning meeting and built into the initial layouts.
11. Plan well for the photography shoot. If each shot has been carefully planned for merchandise, props, models, etc., prior to the shoot date, only minor problems are likely to occur on the set. But if you try to wing the shoot, the final results will be far less than desirable.
12. Base manuscript copy revisions on feedback from the first draft. This is the final revision before the copy is placed on the catalog page. Be sure to have it completely proofread because changes in composed pages cost time and money. Finalize pricing, sizing, item numbers, etc., at this same time.
13. The production team will compose pages for the first draft once all the pieces have been assembled and proofed. These pages should closely resemble the final layout draft so there are few, if any, surprises.
14. Incorporate any last minute changes to page design and edits from the initial page proofs with a second draft of composed pages.
15. Prepare final composed pages for output to the printer or pre-press house.
16. Look at color proofs. Color proofing, first of loose images, followed by the composed match proof, provides the last opportunity to catch any final color or type issues before the pages are printed. Changes to loose proofs are relatively inexpensive, but changes to composed proofs are costly and should be avoided if at all possible.