Learn better catalog design from the experts at Catalog University What is great catalog design? Why are some catalogs easier to shop than others? Like the laws of physics, there are some catalog design rules that have stood the test of time. Veteran catalog designers understand that pretty catalog design isn't always good catalog design. Effective catalogs have to engage the reader. Products need to go in the spots where customers are most likely to see them. And nothing should get in the way of a good shopping experience. Over time catalogers have developed rules that have been tested and honed to produce results. Learning these rules is the fist step to becoming a successful catalog designer. Learn simple catalog design rules that increase response In this very tactical creative session, you'll learn the rules of hot spots, eye flow and the hierarchy of how people process information. Using these tools in your catalog design projects will increase time on page, increase customer interest and increase response. In this session, industry veteran and recognized catalog design expert Lois Brayfield explains what the rules are and provides detailed examples of how to use them. Lois focuses on a the most important aspects of visual catalog design, things that will get you better results quickly. This is a perfect class for the novice who is just getting started. Learn more about catalog design, marketing, merchandising, e-commerce, and operations and fulfillment at www.cataloguniversity.com.

1. Design Physics
Optimizing Your Catalog Presentation

2. Lois Brayfield
CEO; J.Schmid
A boutique direct marketing
agency offering new thinking
for cross-channel marketers;
specializing in strategy,
branding, design and analytics.

3. The physical processes and
phenomena of a particular system
DesignPhysics

4. The Physics
hot spots eye-flow hierarchy

5. The Physics
hot spots eye-flow hierarchy

6. hot spots
 Covers
 Opening spreads
 Closing spreads
 Spreads with an insert
 Center spread

7. It’s estimated that 30% of
readers begin reading from
the BACK of the catalog.
Interestingly, 75% of
them are men.

8. role of hot spots
 Grab attention
 Answer questions
 Establish your story
 Best-sellers
 New, if …
 Drive
 Engagement
 To do something

9. hot spots COVERS
Role of Covers:
 Grab attention
 Tell who you are
 State any offers
 Sell product
 Get the reader inside

10. hot spots OPENING SPREADS
letter
guarantee
table of
contents
brand &
customer
engagement
getting
reader
inside

11. hot spots OPENING SPREADS

12. hot spots CLOSING SPREADS

13. hot spots CLOSING SPREADS

14. The Physics
hot spots eye-flow hierarchy

15. eye
starts
here
gutter

17. eye
starts
here
WOW

18. Face imagery into the spread

21. gutter

22. Democracy can overwhelm

23. Hero Products increase engagement

24. Create Pacing with
Non-Democratic Spreads

25. The Physics
hot spots eye-flow hierarchy

26. 1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline
and body copy
1
2
$$$
3
4
Graphic Hierarchy

27. 1. photo or illustration
2. attention-getting
graphics or copy
3. price
4. product headline
and body copy
1
3
4
Graphic Hierarchy

28. Product benefits must
be understood at a glance.
Otherwise perceived value
may be lost.
image + price = verisimilitude

30. Stainless Steel:
rust-resistant and
sanitary!

31. 1. Spread headline
2. Copy violators
 Captions
 Call-outs
 Case studies
 Testimonials
3. Price point
4. Product headline
5. Body copy
Copy Hierarchy

32. 1. Index
Center or inside back spread
2. Table of contents
Page 2-3
3. Brand information – “who are they?”
Page 2-3
4. Contact information
Bottom of page, then back cover
5. Guarantee
Page 2-3, then center spread
6. Order form or order information
Center. In large format, back of book
Answer Hierarchy - Where do they go?

33. Other Interesting Dynamics
COLOR
Use color sparingly. Use it to support brand
differentiation or to subtly organize information.

34. Other Interesting Dynamics
COLOR CODING
Abrasives …..….. 43-47
Body / Fender …. 14-29
Buffing …………… 34-42
Interior ……….…. 71-79
Exterior ………... 48-70
Painting ……….. 30-33
Customization …. 3-13

35. Other Interesting Dynamics
THEMED SPREADS

36. Other Interesting Dynamics
PRICE THRESHOLDS
$19.95 $22.95 $24.95
$99.95 vs $100
VALUE PREMIUM

37. Other Interesting Dynamics
TYPOGRAPHY
Typography Comprehension Studies
Headlines in all CAPS score 20% less than first letter cap
Reverse body copy scores 70% less than non-reverse
High CHROMA headlines score 40% less than low chroma
headlines
Copy set above spread headlines scores 50% less
than copy set below

39. Other Interesting Dynamics
TYPOGRAPHY
Justified type scored 67% compared to
ragged-right in comprehension studies.
Ragged-left type scored 10% compared to
ragged-right in comprehension studies.
Centered type scored 10% to ragged-right in
comprehension studies.

40. Other Interesting Dynamics
TYPOGRAPHY

41. Other Interesting Dynamics
TYPOGRAPHY
Mind the gap!
.2 - .25

42. Other Interesting Dynamics
GROUP SHOTS

43. May 2012 Harvard Business Review
7,000 consumers said, the single
biggest driver of “stickiness”,
by far, was “decision simplicity.”
Minimalism in design and
messaging creates tranquility
and improves comprehension.
simplicity

44. In closing …
hot spots eye-flow hierarchy

45. Thank you!

46. Interested in another topic or would like to speak?
Contact me at
loisbrayfield@cataloguniversity.com