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Qué es un catálogo? Catálogos electrónicos Diseño de catálogos Importancia del catálogo Audiencia del catálogo Partes de un catálogo Coherencia visual del catálogo Impresión de catálogos Tipos de catálogos Tipos de catálogos electrónicos Vínculos de diseño de catálogos
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On this section we will describe two types of catalogues: product catalogues and service catalogues. We have already explained the difference between a catalogue which fully presents the company together with its products or services and, on the other hand, a catalogue which presents products and services exclusively. Now, we would like to point out the differences between catalogues which present products and those which present services.
Products catalogues
Products photographs: Most part of the catalogue make-up is made up by photographs. The catalogue is mainly visual and it is highly important to include photos on it. Technical specifications: under each product photograph you may include brief technical specifications. These specifications will describe physical and technical properties and a basic description of the product for sale. General information that is not an essential or distinctive characteristic of the product must be avoided: as previously mentioned, it’s very important not to distract readers’ attention from products observation. Sketches or plans: complex products may be accompanied by explanatory sketches or plans, so that readers can learn more about the product itself, its qualities and functions. Sketches and plans are used when photographs are not enough to convey the product features. Accessories photographs: products and their accessories can be photographed jointly or separately. In case accessories are complex or important to the product working, it is convenient to photograph them separately for clarity of vision. Price: most catalogues include products prices. Yet, it is also true that in some cases, due to a marketing strategy, price is omitted so that all potential clients are forced to put in contact with the company to inquire about the cost. Product identification number: in case the company offers telesales service, catalogues may add an identification number code to each product to prevent from misunderstandings when ordering a good.
In the event of industrial catalogues, they should include information referring to procedures for installation, products components, after-sales service and technical support and warranty.
Service catalogue
Representative image: as it is not possible to take a photograph of a service, you may include a symbolic representative image referring to the product: for example, a logo service, any symbol or a photo of a beneficiary of the service you provide. Technical description: it will be included a description of the service uses and technical benefits, as well as technical requirements for installation, service charges (extra expenses such as energy consumption) and technical restrictions the service may present in each case. Additional benefits: it is very convenient to specify the service additional benefits supplied by your company and included in the rate. For example, whether you provide technical support or after-sales service and, in case you do, if it is free of charge or not. Period: on your catalogue you should specify whether clients need to sign a contract for the supply of the service or not. You should also let them know which the minimum period to hire the service is and if it can be cancelled in case of disconformities. Rate: the catalogue must clearly present a rate detail. In other words, it must specify the monthly, half-yearly, yearly – or however it is charged- cost. Methods of payment must be detailed as well: if it is monthly, yearly, all in advance, etc. Service identification number: the same as products catalogues, service catalogues can include a number code together with the service presentation for easy identification, in case of telemarketing.
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