Catalogue Design: Arrange product information around the reader's decision journey

Treat the contents as a reading route

The section structure should reflect the questions customers bring. Product family, application and technical features offer different starting points. Choose a principal arrangement rather than making them all compete as the main classification, and support other routes with clear navigation. Section names should be understandable outside the organisation as well as meaningful to people familiar with internal product codes.

Imagine a hypothetical lighting manufacturer whose customers first choose an application, then compare size and installation options. Sorting everything only by product code could be difficult for them. Application groups and comparison tables might offer a more suitable route. Learn which questions actual readers ask and in what order to assess the section plan.

Build the foundation in one product data table

Collect names, codes, dimensions, descriptions, image files and relevant links in one table. Use units and wording consistently. Explain whether a blank means missing information or a feature that does not apply. Do not expect the designer to guess a value; route verification to the responsible product specialist before the entry is considered approved.

Check that each photograph matches its product. One image accidentally assigned to several codes may escape an aesthetic review. Assign a content approver for each group. During updates, record the particular data field that changed instead of sending a replacement page without context. This provides a clearer foundation for future versions as well as the current publication.

Test the visual system with demanding pages

A cover and an uncomplicated product page are insufficient tests. Select examples with long names, dense specifications, several photographs and comparison tables. Repeated elements such as headings, codes and descriptions should follow the same logic. As the catalogue grows, a consistent arrangement reduces the need for readers to learn a new information structure on each page.

Review samples at actual size rather than judging small text only while zoomed in. Check whether photographs show important details, tables identify the options clearly and section transitions are easy to find. Preparing every page before approving the samples can spread the same problem throughout the document. Testing the system first makes changes more manageable.

Define separate needs for print and digital reading

For print, binding, opening behaviour and finished page size are project inputs to discuss with the printer. For digital reading, request suitable viewing on devices, searchable text, functioning links and clear section navigation. Do not assume the printing file also meets every digital need. Explain the actual distribution and reading situations in the delivery specification.

Ask someone outside the organisation to examine a digital sample: can they find a product, identify its code and send an enquiry? Define any accessibility review needed for the intended setting separately. The digital version should support a real decision route. Evaluate how easily readers reach the information they need rather than adding visual effects without a clear purpose.

Plan final checks and the next edition together

Content approval differs from technical checking. Adobe InDesign preflight can flag missing fonts, problematic links, overset text and low-resolution imagery; the organisation still needs to verify product facts. Obtain the printer's file requirements and identify the final version clearly. Name print and digital outputs according to their intended use so teams can select the correct file.

• Compare product codes and image assignments with the approved content table.
• Check contents, page references, contacts and digital links.
• Confirm that the approved sample layout is applied consistently throughout.
• Receive agreed source files, imagery and a change record in an organised package for the next edition.