Catalog Design

Catalogs, formerly known as mail order catalogs, have been in existence since the 15th century. The first catalog dates back to Venice, 1498, where hand-lettered and hand-bound pamphlets were created to include a list of books available for purchase. With the rise of the printing press in Europe in the 17th century came an increase of mail orders for retail sales. Catalogs made their appearance in the United States in the 19th century. Sears Roebuck and Tiffany were the first companys to invest in catalog design to generate revenue.

Catalog design took off after the World Wars, with the rise of consumerism. Increase of leisure time, growth of industry, and increased wages gave consumers more spending power. And with this came a greater demand for goods, which spurred the popularity of catalogs.

Today, most companies will have a website which features some sort of online catalog. The question therein lies, is catalog design still an essential factor within the brand strategy of a company? The answer is yes. Small to premium brands can still benefit from catalogs as a means to usher customers to their sites for purchasing. Some additional benefits of catalog design include:

• An increased response rate
  – Studies show that direct mail has an 1- 1.5% response rate opposed to email and banner ads and paid search (.03 – 0.22%), with 65% of consumers of all ages making a purchase as a result of direct mail. 
• Engage customers of new products and sales
  – While most people will not be checking your site every day for new products and sales, most people do daily check their mail. Direct mail is a great way to engage your customers and get them to visit your store or online store.
• Reach more people
  – With catalog design, companies have the ability to reach far more people in a single mailing. Unlike email blasts, you don’t have to worry about the catalog going into a junk mail box and gives companies greater exposure.
• People love having something to hold
  – There’s something personal about mail, and being able to flip through, page back, dog ear corners and enjoy beautiful photography without incessant advertisments and popups everywhere. Your catalog is the chief focus when people read. 
• Increase brand awareness
  – A great designed catalog helps to solidify your brand when you are true and consistent to your style guide. As you invest in your brand, the result is your customers will invest in you.