⏱ 3 minute read
The advantages of the catalogue are well known, but an important detail may often go unnoticed: the potential of your cover page. Did you know that the cover is the page is the one that connects the most with consumers? It has the power to catch your full attention in less than two seconds, which translates into longer reading time, higher engagement and a greater probability of final conversion.
The design of your catalogue can drastically influence the results of your campaign. What colours are most suitable? Cover with or without prices? Display the products or a more aspirational design? Prioritize information or aesthetics? Today, we solve these questions and more in 4 points.
1. Maximum 3 products of interest
Let the catalogue speak for itself. Choose the most attractive products of the season, exclusive dates or aggressive offers on everyday products, such as diapers, milk, cooking oil, or detergent for the cover. To achieve a balance between product visibility and offers communication, we recommend you to display between 1 and 3 offers on the cover. This will help you reach click-through ratios above the average for your category. Within the catalogue, the recommended average is around 12 products per page.
Highlighting the most attractive products is a valid strategy for all categories: a large image of the must-have toy or the latest TV will attract the attention of your target audience. This is the first step in influencing their purchase decision. The success of the cover page begins with the choice of products: choose your best sellers of the season and make a difference.
2. Offers appeal to emotion
Did you know that, prioritising offers on the cover over appeals to emotion and the CTR of your catalogue can increase by more than 50%? A cover page displaying desserts or seafood offers will work better than an inspirational one showing a Christmas table set with a family. Inspirational covers and others that are subject to interpretation generate less impact on a consumer who needs to satisfy their needs immediately.
Without neglecting the design, focus on the information. The offer is the hook to inform the consumer that they should go to your store, and the catalogue should reflect a sample of what they will find at the point of sale.
3. Use a clear and readable typeface
It’s no use if the cover can’t be read without zooming in 500%. A cover page that is not instantly interpretable misses the opportunity to generate impact. Find the balance between image and text. Use both to communicate the message. Make use of clear fonts, capital letters, and colours that contrast for effective communication.
It often happens that this lack of attention to the cover typography is also replicated inside the catalogue, with pages full of tiny text. If the typography is adequate, the average reading time is reduced up to three times, speeding and livening up the information phase of the consumer journey, achieving better conversion results.
4. Multi-platform Approach
Finally, don’t forget the advantages of the digital channel. Design cover pages that adapt and are interpretable from any digital device. Small text or saturation of products on the cover will not achieve effective communication on mobile devices, and you shouldn’t downplay the advantages of digital channels as the consumer demands it. The digital version of your catalogues will allow you to make them interactive (add links, videos, additional product information), update the featured products in real-time according to your best-seller feed, or add CTAs oriented to the Drive-to-Store.
If you read this article and were inspired to rethink how you design your catalogue covers, don’t hesitate: make the most of your catalogues and drive more customers to your stores.