Effective copy, alongside captivating images, may be the most important part of a successful catalog. Hopefully, you’ve got a witty copywriter on your team who knows how to deliver information on all of your products while doing so with a persuasive yet relatable tone of voice. The work isn’t finished though after the words have been written and a crafty copy strategy doesn’t end on the copywriter’s desk. Here are three ways you can leverage your copy with the right placement and organized design.
Check Off the Copy Essentials
All effective catalog copy has seven essential elements: a headline, subheading, offers, benefits of the product, tracking information, and of course, the call-to-action. There’s a natural, logical progression in these copy essentials. Grab your customer’s attention with a catchy headline and a subheading to transition to product benefits, while the tracking information can be your company website, a QR code or phone number, and a call-to-action encourages your customer to convert. Your headline should always be in a different, bolder typeface than the subheading or body catalog copy. Make sure that call-to-action and offer stand out as well.
Use a Grid Layout to Organize Copy
A grid layout is exactly how it sounds. Picture graph paper and you’ve got a grid layout design. Use a 6, 9 or 12-block grid to organize your copy elements. A grid layout is a visual design tool that allows you to see how the different copy elements are working together. To do this, you don’t even need to have the final copy written. You can simply use placeholders for a headline, subheading, call-to-action and production information, and organize it in the grid until the page design is balanced, easy to track and read, and it’s appealing to the eye.
Use White Space
White space is another important element when designing and placing copy in your catalog because it’s the empty area between the different copy elements on the page. For example, how far away the heading is from the subheading, or much space is between the call-to-action and the footer. You want to incorporate white space as much as possible to avoid an overcrowded design which could turn off your customer quick. And no, white space doesn’t necessarily have to be the actual color white, it just needs to be empty space.
The easier you make it for your customer to find the information they need about your product, the more likely they are to convert. Don’t let that good copy fall to the wayside without a solid design strategy.