Catalog Production Schedule
- Set a Schedule
Producing a catalog is sort of like taking a long road trip. With both events, setting out a well planned schedule will keep you on track, on time and within budget. Generally, revising the catalog takes three months for design and photography, depending on the amount of changes. Set up a schedule, working backwards from the in-hand date. Ask your printer how long they need for production. And figure on going back & forth with the client at least 3 times: 1st proof, 2nd proof, and final proof.
- Gather product data
Before any design can take place, you must gather a complete list of all the products you will include in the catalog, as well as all non-product copy (letter, etc.). Further sort the list into categories or spreads. Identify exclusives, best-sellers, etc.
- Write product copy
Product descriptive copy should be as brief as possible while getting across the information a buyer needs to make an informed purchasing decision. Povide bullets, call-outs, and other display copy with focus on readability and salesmanship.
- Plan and design the overall look and feel of the catalog.
The master layouts contain all common page elements, grids, design themes, and type specifications.
- Product photography
Shoot or acquire photos of new products and special shots specified in the layouts. Then the images are processed in Photoshop - adjust levels, add a clipping path, convert to CMYK, save as a tif.
- Design spreads and cover
After the overall look and feel of the catalog has been designed, discuss front-cover strategy and identify product candidates for the cover & new product spread. Leave space to inkjet a code on the back of the catalog.
- Layout
This is the most exciting part of designing a catalog - putting all the elements together on the page.
- Cross Selling
This is a great opportunity to get buyers to think about what else they might need, and direct them to other items in the catalog. Write copy for the bottom of the page.
- Create index
- Proof read
- Make PDFs
Follow the specs from the printer, for a high rez PDF. >Also make a low rez PDF, for CDs & web download
- FTP
Send files to printer via Fetch. If possible, send the Front & Back Covers, with Inside Front & Back Covers ahead of the rest, because the printer has to send these out for UV coating.