A catalog of catalog design- Conceptualization

During the schedule of production of a catalog, ample time should be built in for conceptualizing. The designer or layout artist should not be expected to immediately sit down at the drawing board and start cranking out pages of format. Up front thinking time usually saves more time in the long run, and provides the opportunity for creative design to flow.

A good way to begin the conceptualizing process is by writing notes on a yellow legal pad. The words on paper seem to help designers (who are visually oriented in the first place) to lock in on the priorities to be considered, i.e. the merchandise, specific objectives of the catalog, target market information, lifestyle notations, timing or theme, etc.

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