Catalogs just like your brochures are read in such a way that defies the standard order of reading – that is, readers usually flip from one page to the next, and then back to whatever page they would want to read further, and then stop at another to look at the photos. Flipping is the name of the game when it comes to reading a catalog printing piece or a booklet printing material.

Ordinarily, people tend to randomly flip on the pages and then take a longer look at the ones that usually grabbed their attention. Often, readers of catalogs and booklets would flip their way from the front page and then all the way to the back cover, and then go back again to those that tickled their fancy to get more details. Just visit any waiting area and you’ll see this fancy reading method anytime.

So what am I driving at? The moral of the story is that writing for brochures, catalogs and booklets doesn’t need to conform to the standard method of storytelling where there should be a beginning, the middle, and then the end.

On the contrary, writing your catalog printing copy as well as your booklet printing content should be patterned as such that your target readers would get your message even if they don’t look at some of your pages, or even when they flip randomly. From the front to the back, or vice versa, or even wherever which way they go, your print collaterals should be able to provide your readers your story.

To effectively make this random pattern work, you need to consider some factors when creating your color catalog printing materials.

First off, your type and style would greatly affect what you write in your copy. Obviously, the manner by which you present your copy would be the most important factor that would make your target readers actually read and understand thoroughly your message. The clearer and more specific you are with your content, the easier it is to hook your readers to your catalogs.

Second, what you have to describe also dictates the pattern of your writing. If you have instructions or specifications of a unit or equipment, then definitely you need to start at the very beginning then work your way through to the end. Your readers would most probably leaf through the front until he or she comes to the end of the instructions. You have to remember that your readers will do it just because they need to in order for them to see the benefits of your business.

With all that’s said and done, it is still practical to put your content in a logical pattern. Readers would still expect to see the usual pattern and the manner by which they’ll be able to absorb the information would depend on that order. You just have to make sure that your content on each page should be sufficient enough to get them to read more of what you have to offer.