Editor’s note: This article was originally published on March 8, 2019, and most recently updated on August 4, 2024.

What if your catalog could do more than showcase products—what if it could actually drive growth?

A well-designed product catalog does more than list what you sell. It builds your brand, drives sales, and creates meaningful touchpoints with your audience. Whether you run a creative agency, a photography studio, an ecommerce brand, or a retail store, a professional catalog helps your work stand out in a digital-first world.

Catalogs are versatile marketing pieces that bridge the gap between online and offline. You can leave them with clients, include them in customer orders, use them at events, or mail them out as part of a campaign. In this post, we’ll walk you through how to make a product catalog that feels as polished and powerful as your business deserves, plus the tools and templates to make it easy.

Top tips before you get started

Great design only works when it’s built upon clear intention. A beautiful product catalog is nice, but a strategic one? That’s what drives results. Before you even think about layout or paper type, take a step back. Who’s this for? And what story are you trying to tell?

Figuring out how to make a catalog that really resonates means starting with a clear sense of who you’re talking to and what you want to say.

Start with your audience

You’re not just filling pages, you’re starting a conversation. So who’s on the other end? 

If it’s a B2B buyer, they’ll want pricing, SKUs, and logistics at their fingertips. And in terms of narrative, you’ll want to demonstrate how your products or services deliver real business impact. 

A B2C shopper? They’re more likely to respond to vibe, visuals, and storytelling that reflects their world. 

Your audience shapes everything: tone, product photography, what kind of and how much detail you include, and how your catalog earns its place on their desk (or coffee table).

Here are some things you’ll want to consider as you design and layout your catalog:

• What’s lighting your audience up—or keeping them awake at night?
  Get curious about how your audience wants to feel, so you can paint the full picture of life after their purchase.
• Where are they in their journey—curious browser or ready to buy?
  Meet them where they are with the level of detail they need to take the next step.
• What inspires them to take action?
  This will help you decide whether you need to lean into heartfelt storytelling, stunning visuals, detailed product information, or social proof.

Build around a theme

Every catalog needs a heartbeat. A strong theme ties your product catalog design together—color, layout, copy, all of it—and keeps your decision-making focused.

So what’s the story behind your latest edition? 

• Seasonal launch: Showcase new or seasonal products to align with a specific time of year. Think spring styles, summer essentials, and fall palettes. Ideal for fashion and lifestyle brands with regular product launches and audiences who love to shop the latest trends. 
• Values-driven collection: Spotlight products that align with your core brand values, like sustainability or local craftsmanship. A great choice for brands whose customers care deeply about their impact as consumers.
• Limited-edition showcase: Highlight small-batch products or exclusive collections created in collaboration. Perfect for visual artists, creative entrepreneurs, or agencies building their brand. 
• Gift guide: Help customers find the perfect gift for special occasions like Valentine’s Day, Mother’s Day, Father’s Day, or the holidays. Especially useful for brands offering luxury items, quirky and unique styles, self-care products, or personalization options. 
• Bestsellers: Feature your most-loved or highest-rated products along with rave reviews. Ideal for targeting new customers on the lookout for tried-and-tested options, especially for product-based businesses where word-of-mouth and social proof drive sales.

When you have your narrative locked in, tools like BookWright or Blurb’s plugin for Adobe InDesign make it easy to bring your catalog to life with consistency and polish.

Gather your content

Now that your strategy’s sorted, it’s time to pull together everything that will bring your catalog to life. This part might not be flashy, but it’s where a great product catalog begins. Clear, organized content equals a smoother design process and a more polished final result. 

Get your product details sorted

Your products are the backbone of your catalog. You’ll want to compile all the essential information for each item in one place, ideally in a spreadsheet or product database, so you won’t have to search for details later. 

• Product name: Keep it branded, but make sure it’s clear and easy to remember. Think of it like a handshake—it’s the first thing people see.
• Catchy description: This is your pitch! What makes the product great? Why should someone care? Keep it short, on-brand, and focused on what’s in it for the customer.
• Product ID number or SKU: Not the most exciting detail, but super helpful for keeping things organized and making ordering a breeze.
• Product specs and details: Size, color, material, weight, variations. Provide people with the information they need to make an informed decision (and avoid surprise returns).
• Price: Obvious, but essential. Be upfront and consistent.
• Shipping or delivery details: If something’s made-to-order or has a longer lead time, let people know.

Having this detail locked down early means fewer headaches later and keeps your product catalog design clean, consistent, and stress-free. 

Invest in great product photography

Let’s talk visuals—because how your products look matters. Strong, intentional photography can elevate your catalog from a basic list to a visual experience that actually sells. Whether you’re snapping photos yourself or hiring a professional, this is what to keep in mind.

• Consistent lighting and backgrounds: Keep it simple and uniform so your products look sharp and professional across every page.
• Multiple angles: Photograph each product from two to three perspectives to give customers a full picture, and you give yourself options to pick from. 
• Group shots: Show products that go together, like outfits or room sets, to inspire customers to buy more than one item.
• Lifestyle photos: Capture your products in action to create a real connection and show how the product fits into everyday life.
• High resolution and close-up details: Zoom in on unique features, textures, or craftsmanship that set your products apart from the competition. Make sure your images are crisp and clear. 
• Match your theme: Keep your photos aligned with your catalog’s story and your branding for a cohesive look and feel.

Need more inspiration? Our blog is filled with photography tips and ideas for incorporating storytelling into every shot.

Design your product catalog

When it’s time to design, think clarity meets creativity. 

Your product catalog should feel like an extension of your brand—visually polished, easy to navigate, and built to guide your customers toward a purchase. It’s not just about looking good (though that helps). It’s about making the right impression and making it easy to shop. 

Core sections every catalog needs

Whether you’re creating a sleek seasonal lookbook or a full-scale wholesale catalog, structure matters. These sections help keep your product catalog user-friendly and your message clear.

• Brand introduction: Start with a short welcome or founder’s note. It sets the tone and reminds readers who you are and what you stand for.
• Table of contents or index: A must-have for longer or multi-category catalogs. It saves readers time and makes your product catalog layout feel intentional and organized.
• Product sections: This is the heart of your catalog. Group items logically by collection, season, or product category to help readers find what they need quickly.
• Ordering and contact information: Make it easy to take action. Include shipping policies, return information, and how to place an order. This usually sits best at the back of the catalog. Bonus points for clear CTAs and clickable links if you’re sharing it digitally.

Page layouts

Now let’s talk layout—the secret sauce that brings your catalog to life. Smart product catalog design isn’t just about making things look good (though we’re all for that). It’s about guiding your customer’s eye, telling a story, and nudging them toward that “this is the one” moment. 

Below are some go-to layout styles, each with a specific goal in mind. Mix, match, and make them yours.

Showstopper layout
Recommended for: New arrivals, limited-edition pieces, or creative showcases
Got a hero product or creative piece you want everyone to notice? This is your moment. Go big with full-bleed images, minimal text, and clean spacing. It’s all about giving your star item the spotlight it deserves.

Category collection layout
Recommended for: Sets, bundles, or curated collections
This layout is great for telling a bigger story, like how your pieces work together. Think full outfits, complementary artwork, or matching décor. It’s a subtle way to drive up your average order value without saying a word.

Marketing layout
Recommended for: Lifestyle or in-situ photography
Here’s where your product lives its best life. Show it in context—a candlelit dinner setup, a couch in a cozy living room, a tote bag at the farmers market. These images help your customer imagine your product in their world.

Listing layout
Recommended for: Wholesale or bulk products
Think clean grids and all the specs. This layout is perfect when you need to display lots of information like SKUs, dimensions, and colors without overwhelming the page. Ideal for B2B catalogs or any customer who loves the details.

Comparison layout
Recommended for: Products with multiple options
Colorways, sizes, fabric types—you name it. This product catalog layout makes it easy to show variations side by side, so customers can compare and choose what suits them.

And the best news? You don’t have to start from scratch. Use Blurb BookWright or Blurb’s plugin for Adobe InDesign to bring these layout ideas to life. 

Choose the right print format for your product catalog

Picking the right print format is key to making your product catalog work for you—whether you’re aiming to impress clients in person, send something tangible in the mail, or give customers something to take home.

Here’s a quick guide to popular print formats, with options for every use case and budget.

Studio lookbook
Format: Photo book, Large Landscape (13×11 in), hardcover with dust jacket, premium lustre paper
Big, bold, and beautiful—this format is perfect for high-end brands or showroom displays. The large trim size and luxe paper make it ideal for showcasing detailed product photography, brand story, and curated collections.

Customer takeaway
Format: Trade book, 6×9 in., softcover, standard color paper
Compact, lightweight, and budget-friendly, this format is great for handing out at checkout, including in packaging, or offering as a leave-behind. It’s a professional-looking piece that won’t break the bank.

Mailer catalog
Format: Magazine, 8×11 in., semi-gloss cover
Affordable, sleek, and made for mailing. Magazines are ideal for seasonal launches or direct mail campaigns. With volume discounts, it’s a smart choice for reaching a wide audience.

Design tool options

Of course, you can’t design a catalog without a tool! Select an option that aligns with your existing workflow, and you’ll soon have a polished catalog that showcases your products at their best.

• Blurb BookWright: Blurb’s free desktop app with drag-and-drop templates. Ideal for beginners and pros alike. It’s especially helpful if you’re starting from a template and want full control over layout, fonts, and image placement—no design degree needed.
• Blurb’s plugin for Adobe InDesign: Already fluent in InDesign? Blurb’s plugin lets you design in Adobe and export your book directly to Blurb for printing. It’s perfect for professional designers who want precision and flexibility without breaking their workflow.
• Blurb PDF Uploader: Got your catalog pages built in PowerPoint, Canva, Figma, or something else? No problem. With Blurb’s PDF Uploader, you can upload your ready-to-go file and turn it into a print-ready catalog with just a few clicks. This is a great option for marketers or teams who already have product pages ready to roll.

No matter where you start, you’ve got the tools to build a product catalog that looks professional, feels on-brand, and works as hard as you do.

Printing your catalog

When your catalog is ready to go, it’s time to get it into your customers’ hands. And thanks to print-on-demand technology, mailing and distribution can be both cost-effective and hassle-free. 

Want to print one test copy? Go for it. Need 500 copies for an event? No problem. There’s no need to over-order or worry about storage—just print what you need, when you need it. 

With a print-on-demand service like Blurb, you’ll also benefit from easy updates between print runs, which makes refining your catalog or launching seasonal editions a breeze. And when it’s time to scale? We offer automatic volume discounts to help you grow without stretching your budget.

If you’re planning a larger print run and need help with logistics, custom recommendations, or paper and binding options, Blurb’s Large Order Services team is ready to support you every step of the way.

Or, if you’re looking to sell your work, list your book or magazine in the Blurb Bookstore and let us handle the rest. When someone places an order, we’ll print a copy and ship it straight to their door.  

Turn your product catalog into a brand asset

A product catalog isn’t just a sales tool—it’s a brand experience. Done well, it connects with your audience in a tactile, personal way that digital alone can’t match.

By investing in thoughtful product catalog design, clear layouts, high-quality product photography, and a smart print format, you’ll create something your audience actually wants to hold onto and act on.

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With easy-to-use design tools and professional-quality printing options, Blurb can help you create and share your work with the world. Create your free account and get started today.