Some Products Need More Attention

I’ve opened up so many catalogs in my lifetime to see a gridlock of little boxes, each the exact same size, and each filled with little pictures with a bit of writing underneath them.

Everything is exactly the same size, and everything is given the exact same amount of attention. Throughout the entire catalog this format is used. Every page looks exactly the same as the page before it. From beginning to end there is no variety beyond what items are in each of those little boxes, but then, because it looks so similar, the items might as well be the same.

I find myself growing bored looking at the catalog because there just isn’t anything interesting to see. I bet some of those items might’ve grabbed my eye under other circumstances, but because they’re made no more important than anything else, they fade away, never to be seen or noticed.

Don’t let your catalog printing turn out like this. A catalog without proper emphasis on certain items, without varying designs and layouts, and without any change from page to page is a blatant waste of money.

Catalogs take quite a bit of time to get through. You might not be reading it in the same way that you would a normal magazine or book, but you still have a lot of pages to sift through, and I have to be given a reason to look at all of them.

If you aren’t getting creative with your designs and if you aren’t giving some products more of your attention than others than you aren’t getting the most from your catalog printing.

Not all products hold the same value. Some of them aren’t going to be big sellers and aren’t going to attract a lot of attention, while others are going to be the centerpiece of the catalog, and should be treated as such.

When you go to see a movie, are they giving the same amount of screen time to every single actor in it? Of course they aren’t, because that would make for a boring movie. The stars of the movie get the most attention while the co-stars get considerably less time on the screen, because they aren’t as important, and they aren’t what sells the movie.

Take that model for your catalogs. Give your star products a star treatment. Give them an entire page to work with rather than a tiny box among a page full of tiny boxes.

Not only will this give people easier access to those better selling products, but it by default adds more variety to the layout of your catalog, and makes it more interesting to look at.

Start giving your star products all of the attention they deserve, and stop making the co-stars just as important.

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