More than ten years ago, at prokom 2006, Alexander Pircher, managing partner of INFOLOX GmbH, presented the ten golden rules for designing print product catalogues. The set of rules concisely summarises the aspects that need to be considered in a standardised approach to analysing, redesigning and creating product catalogues. These rules have long since established themselves as standard beyond INFOLOX GmbH, for example at Furtwangen University in the run-up to a usability analysis. How relevant are the "11 golden rules" in 2020?
It is time to question the tried and tested existing rules and ask the question: What developments in product communication in recent years have had an impact on the design of print catalogues?
Online and, above all, mobile communication channels have gained in importance. This is the most fundamental change. However, this does not mean that print catalogues are falling behind or even becoming superfluous. Rather, care must be taken to ensure that they are not created in isolation from other media. This is also the conclusion reached by the ECC Cologne white paper "Use and significance of print media in the communication mix – status quo and cross-media trends", which predicts that print media will play an important role in the communication mix in omnichannel commerce.
INFOLOX has been successfully focusing on the integration of communication channels for years and designs print catalogues as part of an omnichannel overall solution.
Interfaces to online and mobile are created through
- QR or data matrix codes
- Inserts and/or printed explanations that show users how to find further information in the digital world from the product in the print medium and provide simple instructions
- Links to the website and deep links to product finders, data sheets and much more
Fundamentally, the ten golden rules have lost none of their relevance, but they do need to be supplemented. An eleventh rule complements the design guidelines for print catalogues. Media channels can only be optimally integrated if online media are also designed in accordance with standardised design specifications. These are summarised in the ten golden rules for online catalogues and online shops.
The eleven golden rules for designing print product catalogues
Rule 1: First impressions
In the daily competition with other catalogues and publications, it is often the little things that determine which catalogue is taken off the shelf. Every user unconsciously makes a decision that is influenced by a good first impression. You can influence this initial decision in favour of your catalogue by making a few targeted structural changes: you can design the spine of the book or folder (in the case of ring binders), the cover and the format to suit the requirements of your target group.
Rule 2: Navigation to the page
Sustainable use can only be achieved through additional criteria that are essential to the user. The design of the catalogue navigation is of crucial importance here. Clear, unambiguous navigation to the right page or product that is suitable for each target group is the key to a successful catalogue. The most important element here is the table of contents or tables of contents (IHV). Ideally, the IHV is supplemented by keyword indexes, selection aids, bookmarks and other tools for navigating the catalogue.
Rule 3: Navigation on the page
Once the user has found the right page, they need to get an overview of its contents. A recognisable structure and graphically delineated blocks of information help with this. Headings, block formation and graphic orientation are the most important tools for clarifying the page structure.
Rule 4: Navigation when scrolling
Targeted navigation can also support users as they scroll through the catalogue. A well-designed header and footer can serve as an orientation aid.
Rule 5: Navigation – further information
In many cases, there is additional essential information that the user needs in addition to the product information. This additional information can be divided into three main groups: information about relationships between products, further information on other sub-processes (e.g. planning, design, assembly, etc.) and information on other information products (e.g. design software). It is important that users are informed where to find this additional information before leaving the page.
Rule 6: Content – Scope
A well-designed catalogue must above all define the scope of its content. Before designing the catalogue, a careful decision should be made about which information should appear in it and which should not. The most important features of the products must be listed and, above all, the information needs of the respective target group must be met. In summary, the formula "as comprehensive as necessary, as concise as possible" can be defined.
Rule 7: Content – language, style and form
Language, style and form should be factually correct and relevant to the content. Precise language use, i.e. consistent and unambiguous use of terms, ensures comprehensibility and prevents time-consuming queries from customers. It goes without saying that the wishes and needs of your target groups should also be taken into account.
Rule 8: Layout – colours
Colours should be used selectively and sparingly. The navigation structure and the importance or type of individual information modules can be clearly highlighted by colour coding.
Rule 9: Layout – formats and style elements
In addition to colour schemes, layout design also includes formats and other style elements. Formats and style elements should therefore be used sparingly and purposefully, just like colours. Here, too, "less is more" applies.
Use a few clear formats and style elements and always assign them to a specific type of information. This increases the recognition effect for the user.
Rule 10: Talk to your users
In order to design navigation, content and layout in a way that is appropriate for the target group, you first need to know what the target group's requirements are. To evaluate current data and expectations, a comprehensive catalogue concept should begin with a detailed target group analysis. Directly surveying the target group is therefore a prerequisite for any optimisation in the area of product communication. A recommended method is a guided, personal interview or, alternatively, a workshop with target group representatives based on the principle of "quality over quantity".
Rule 11 *NEW*: Omnichannel integration
The print catalogue is part of cross-media product communication. Link the print medium with online and mobile media channels. By using QR or data matrix codes, you give users the opportunity to switch media conveniently and easily. Deep links, links that lead directly to a product or product group, are another integration option that allows you to guide users into the digital world.
