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Advertising Catalogue
( B2B )
TOP Werbemittel
Modernisation of the product catalogue, including completion of the current issue
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Overview
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Analysis
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Basic layout and content
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Cover drafts
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Introduction with infographic
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Order form
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Test prints and usability testing
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Prepress
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Impact and further projects
Overview
Task
Updating the promotional catalogue, including finalising the current issue
Problem
The existing template feels outdated and fails to reflect the quality of the products and production.
Goal
The brand design of TOP Werbemittel is being gradually modernised. As part of this process, the autumn-winter edition of the promotional catalogue will now be updated in line with the current corporate design. The catalogue will be printed in A4 format and consist of 40 pages. It is intended to appear very simple yet elegant. Product images will be prominently featured, with space allocated for additional images. The catalogue is exclusively for B2B clients. The modernised logo will be used, and texts will be rewritten where necessary.
Essential base elements
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Cover
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Introduction, sales infographic
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Product page, 1 product per page (right & left)
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Product page, 2 products per page (right & left)
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Order form
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"Highlight" for new products
My role
Editorial designer, Graphic designer
Responsibilities
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Analysis of current state and brand image (no brand guidelines available)
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Creation of basic layout
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Cover design
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Infographic including copy
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Drafts
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User testing
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Prepress
Project duration
4 weeks
Analysis
By analysing the existing catalogue and corporate design alongside the target audience and competitor marketing catalogues, I was able to identify key opportunities to enhance structure and design, bringing greater modernity, user-friendliness, and psychological impact on purchasing decisions.
Base Layout and Content
At the beginning of the design process, I gathered all the information and data that needed to be communicated in the catalogue and started sketching on paper to structure them effectively.
I then created a new file in InDesign and first designed the basic layout to ensure a consistent design throughout the catalogue before placing the content elements.
During implementation, for example, item dimensions were separated from the description and accompanied by an icon. This made both clearer and easier to process visually.
(Other parts of the description could not be separated due to processing constraints.)
The footer now includes the essential contact information, which remains accessible to the customer throughout their journey in the catalogue without being distracted by irrelevant details.
In addition to page numbers for orientation, the footer features the logo and the quality seal “Print in Germany.”
This way, the logo as a brand mark remains constantly in view, allowing it to be subconsciously retained by the viewer, while the seal continuously signals the high quality of the production.
Additionally, the most important legal notices have been placed in the footer for clarity, helping to avoid potential misunderstandings and supporting customer satisfaction.
Cover Drafts
For the cover, I developed a new title that clearly communicates the content while also incorporating the company name appropriately. Three drafts were created for the personalised catalogue covers.
Introduction Page with Infographic
The text on the introduction page was reduced to the essentials and optimised using sales psychology principles. Since the contact information and the “Print in Germany” seal are present in the footer, a separate listing was no longer necessary, allowing more important aspects to be highlighted. Through graphic emphasis, the statistical data can now be absorbed more effectively by the viewer and remain in memory for longer. Source references were added for confidentiality reasons. The cover image was reproduced in the background to ensure consistency.
Previous introduction page
Order Form
The content of the order form was also optimised. Colour, font size, and line weight now clearly direct the reader’s focus to the most important parts of the form. Here too, the cover image was used in the background to create visual consistency.
Note: To enhance visual cohesion, I had planned to integrate individual elements of the cover image into the product pages to create a unified overall look and break up the content. However, the client requested not to do so.
Previous order form
Test Prints and Usability Testing
Throughout the entire digital design process, I regularly produced test prints to ensure optimal results for the final production.
End-user testing helped to optimise usability and the overall user experience, thereby enhancing both sales and customer engagement with the catalogue.
Prepress
After receiving client approval, I prepared the file for print. I ensured that all colours and images were set in CMYK with a minimum resolution of 300 dpi.
All fonts were converted to outlines to guarantee the highest possible print quality. The “highlight” elements were created on separate layers so that TOP Werbemittel can show or hide them in the PDF file as needed.
Additionally, I packaged the InDesign file, including all links and fonts used, so that the client can continue working with the file later. I also created an IDML file to allow the client to use the file optimally across different applications.
For comparison, here are the previous and the new template files:
Impact and Further Projects
Impact
“Very successful, excellent feedback, and a clear increase in orders.”
“I’ve been working here for many years, and we’ve never had to close orders this early before Christmas!”
Going Forward
To this day, I continue to create the catalogues for TOP Werbemittel. Over time, we have implemented further adjustments and optimisations. Several new covers were designed, and both the sales page and the back cover were optimised using sales psychology principles. Additionally, changes in the corporate design were incorporated into the catalogue.
Furthermore, additional projects such as promotional postcards, email banners, icons, and graphics for the 50th anniversary were created.
If you would like to see more, please feel free to contact me directly.
