Warren Graphics handles all aspects of catalog
and publication production including design, production and printing.
Utilizing a carefully cultivated network of manufacturers, we are
able to use high-end sheet-fed printers or the latest in web press
technology to satisfy even the most work-intensive, time-sensitive
The continuing advancement of computer-to-plate
technology allows even small print runs to be produced on the latest
web equipment. Our vendors' plants, located in Quebec, Wisconsin,
and Pennsylvania, offer us access to some of the newest and most
technologically-advanced equipment in the industry, allowing us
to complement the exceptional quality we provide with equally impressive
From cover concept to page layout, Warren Graphics
can handle every
aspect of your catalog or publication's design. We can also finish the project
you start. We can do clipping paths; we can set copy that complements the photographs
that you provide; we can even arrange to take shots of your products ourselves – whatever
you need to take your publication from concept to finished piece, we can provide.
Below is a more detailed description of what every catalog planner should keep
in mind before undertaking such a task:
A Catalog Planning Primer
Creating a catalog requires careful planning,
timing and execution.
The first question you need to ask yourself in
the planning phase involves determining what kind of catalog you’ll
want to produce – will it being going to consumers or to businesses?
This will affect page layout as consumer catalogs have a tendency
to feature a more open design with fewer items per page. Next, you
have to determine what you’ll be requiring in terms of order
forms, mailing envelopes, etc. to supplement the catalog’s
initial distribution and the subsequent response to it.
From a timing standpoint, you’ll need to
decide how many times a year it will be produced and then, make
sure that you plan carefully so that you provide yourself with enough
preparation time to get it out on schedule. The creation of a new
catalog takes longer than you think – organization and photography
alone can take 6-8 weeks – and while condensing this timeframe
is possible, we strongly recommend against it. Producing a second
one at a later date does offer economies of scale that are the result
of lessons learned from your initial production run.
Once you’ve planned carefully, you need
to execute – and proper execution begins with employing the
right personnel – individuals experienced in both designing
and producing a catalog. They can help you decide on the most appropriate
format for your product photography – one that will appeal
to your target market yet be easy to work with and around. This
will help you to avoid both the cost and time overruns that can
result from having an inexperienced designer handling your project.
Along with the layout, make sure that you have all the necessary
product information – sizes, prices, part numbers, availability,
etc. – nothing slows the production process more than waiting
for missing data.
Finally, use a printer that is familiar with the
catalog printing process. Get printing and scheduling quotations
from a couple of sources so that you know that you’re getting
the best possible value. Also, give the printer enough lead time
so that paper can be ordered in advance. As a rule, allow 2-3 weeks
for printing, binding and mailing. And make sure that you prepare
your mailing data in advance of your print date so that everyone
knows how and when your piece will be distributed.
Then, get to work. You have a complex project
ahead of you. How can we help?