Catalog Production: Sorting Out a Complex Process

Upscale merchandise, for example, requires an open, elegant look, and often demands more copy, while inexpensive or sale merchandise often can be displayed in a more dense format with emphasis on price instead of on long, descriptive copy.

Catalog Pre-Plan

The pre-plan phase is where marketing, merchandising and creative come together to strategize and conceptualize the catalog. Your teams analyze prior sales for each product and complete preliminary product decisions. Your merchandise department transfers specific product information (especially product benefits) to the design team and copywriter. Although it does take precious time to complete the pre-plan phase, the time spent will facilitate the production phase and result in a catalog that appeals to your customer and sells efficiently.