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Catalogue Audience and Target

The way a catalogue is written must be tailored to the addressee characteristics. The wording must be adapted not only to the addressee but to the product or service promoted as well.

Catalogues must give information about the product or service basic features; and the way it is done affects directly the way catalogue readers will receive this message. Regarding wording, promoting computing products differ from promoting food; attention will be drawn to different aspects, products explanations will have different objectives, etc. Moreover, offering computing products to the general public is not the same as offering them to experts in this field.

It is extremely important to bear in mind that not all catalogues must remark the same things in the same way.

The following examples aim at clarifying this point.

Let us assume that a company sells computing goods and wishes to develop a catalogue design to promote its newest products to the general public. This catalogue will include photographs of its products and, in case they have, their accessories. As this type of catalogue is aimed at the general public, it may contain highly advertising language which appeals to buy certain products and a simple explanation of each good, including the technical nomenclature the general public is acquainted with.

In a different case, the same company wants to develop a catalogue to sell its new products to experts in the computing field. Now, the advertising expressions must be avoided or reduced as much as possible in order to attach a more formal image to the catalogue and the company. With regard to products explanations, as in this case the catalogue aims at experts, it will be included all the necessary technical nomenclature. Besides, the products information will be much more specific than in the previous case.

In both cases it would have been a mistake to use the wrong option. In other words, developing a simple catalogue aimed at experts in the field, as well as developing a too complex catalogue aimed at the general public are mistakes which will result in a decrease in products or services demand.

When developing catalogues aimed at experts and specialists, you must pay special attention to use the correct technical wording. It could be also a good idea to hire a specialist in the area to revise technical descriptions. Nomenclature mistakes can have a negative effect on the company’s image; it can make your business seem to be less professional or to have little knowledge about the subject.

When catalogues aimed at the general public are developed, the attention must be drawn to make the catalogue clear and readily comprehensible to the average reader. By doing this, you make sure the reader won’t feel he is unaware or ignorant about the subject. Otherwise, he may feel insulted and may not want to buy the product.

Another aspect to take into account when developing catalogues for the general public is to make sure that its make-up is highly eye-catching; it must make your products look tempting by promoting them correctly.

Types of Catalogues

Catalogue Parts

Types of Electronic Catalogues

What is a Catalogue?

Catalogue Audience and Target

Catalogue Importance

Visual Coherence in a Catalogue

Catalogue Paper Stock

Electronic Catalogues

USA Version

UK Version

Versión en Español