Using product catalogues to win customers may seem an outdated idea in the digital age, but it can still prove highly effective. Just add a touch of contemporary layout and design and the right messaging to entice the audience.
Here is why you should rethink catalogue design, using as example IKEA – the international brand that does catalogue marketing right.
Keep up with the trends
Think about Swedish furniture brand IKEA who still releases a home décor trends catalogue annually, available in print and digital. This affords the company the chance to showcase new product ranges and keep up with the customer demands and market innovations.
It’s essential to update the look and feel of your product catalogue to stay relevant to marketing trends and align the design with your current campaigns and business goals. This becomes critical after rebranding your company image or changing the marketing strategy.
Make it simple and fun
Catalogue design doesn’t need to be complex to be successful and convey its message. As with other design principles in general, less is more. Think about what your market wants. For example, animated characters and emojis may work better with a younger audience.
Start with a theme inspired by your brand ethos and keep that in mind when outlining and designing the catalogue. IKEA’s theme for 2020 is ‘a fresh start’ and features sustainable décor ideas for modern living. The clean design doesn’t detract from its purpose. Remember, less is more.
Responsive web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to mobile, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.
Tell a visual story
Storytelling is the modern approach to the old-style emotionless company brochure or catalogue. Your catalogue design should take the reader through a compelling narrative while highlighting product benefits and functionality.
Think about a visually appealing journey your readers will appreciate, and let the design reflect that journey. In IKEA’s 2020 catalogue, the company plays on the universal, core emotional needs that need to be fulfilled for a living space to feel like home, including belonging, comfort and privacy.
In conclusion, catalogues can complement your digital marketing strategy, whether you are engaging in online advertising, social media marketing or video marketing to generate brand awareness and get more leads.
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