The following outlines the production process for producing a catalogue. The first edition is always the most difficult as the subsequent editions tend to contain a lot of existing content.
Here at Grays we have over 20 years’ experience assisting companies of all types and sizes, the length and breadth of the UK with the production of their catalogues. It is always our aim to ensure the catalogues we produce are perfectly suited for their target market and generate both improved response rates and increased order values.
What is Required from You?
In an ideal situation all the text and images are supplied at the outset. However, it is often the case that this is not possible, in which case the next best option is that the content is supplied a section at a time. The third option is to supply content for separate pages, this can be done but the content on the pages needs to be somewhat finalised.
You can go as low as 150dpi without noticing too much loss of detail and pixilation, but any lower will be noticeable. Some companies are willing to live with this if a higher resolution image is not available.
This can be done by folding some sheets of paper to create a mock-up of the catalogue pages, then on each page put what is to appear on it. Or you can list every product you require in the catalogue and then put a page number next to it. Either way may take a little shuffling until you get a nice spread of products on the available pages. Consideration at this stage needs to be given to the product to space ratio i.e. a high value big selling product may get its own page, but low value, low selling products may have numerous entries on a page.
What is Done by Us
- Your brand identity
- How many product sections are there and how can we differentiate them
- What additional information is required, i.e., website and telephone details
- Is more prominence to be given to some products over others
- Do we design a graphics pack, (New, Best Buy, Best Seller etc type logos)
In an ideal situation all the final approved text and photographs are supplied correct first time. However, this is rarely the case, and some pictures may need to be sourced and sent later. Also it has to be accepted that some of the text and prices may change before printing. Indeed, some product may be deleted or added to the catalogue. But if as much of this can be finalised in advance of starting the artwork it saves time.
This artwork production process continues backward and forwards until all the pages have been approved and signed off for printing.
We can also obtain high resolution proofs that show a photographic type of representation of how the page will appear. These may be obtained for a few key pages to make sure colours and photographs are represented accurately. If the colour representation of every product is critical, such as a clothing catalogue, all the pages may be supplied as high-resolution proofs. These tend to cost around £10/£15 per A4 page, hence them not usually being requested for every page unless essential. The printing process tends to take between five and ten working days.
- Product photography
- Product photography manipulation
- Mailing and postage fulfilment
- Sourcing mailing lists
- Organising insertion into magazines
- Marketing communications, promoting the company or catalogue
As previously outlined, the important thing is to do all you can to get the content right first time.