How to design a good product catalogue

Updated: Dec 30, 2020

Having a good catalogue or a good line sheet to start to sell your products is really important, view it a little bit like your shop window, its worth taking the time to do it well but that doesn't mean that it has to cost the world.

Line-sheet vs. Catalogue

A line-sheet is a scaled back version of a catalogue and would work well if you don't have very many products or if you need to put together something relatively quickly without using any particular design software as you could put this together in word if you wanted to, or use a free online software such as Canva.

A catalogue will allow you to tell your story and brand values in more details and really show of your products so as your range grows you might want to invest in creating one. If you would prefer to create a line-sheet you can find a free template here. If you do use it, please share and tag me over on Instagram, @small_business_collaborative or drop me a line (, I would love to hear your thoughts.

I've also created an Issuu stack with a few examples of catalogues, mostly from big companies as these where the ones I could find. I find it helpful to look at other examples when deciding on what to include and what look I would like.

What to include in your catalogue

Your cover

  • Your logo and or company name

  • Lifestyle image, illustration or product image.

  • The Season the catalogue is published, buyers receive lots of catalogues and will clear out the old ones each season so make sure the season is on the cover.

Welcome page

This is a space for you to talk a little bit more about your business, its values and/or behind the scenes, anything to create more of a story about you and your brand. This could be done as a personal letter to the reader from you as a small business owner.

Product pages

  • Clear photography, same size, same angle with the same amount of white space so that the images look uniform and professional.

  • Lifestyle images where appropriate, these can really help you tell a story about your products.

  • Product name

  • Product description, including any key selling points.

  • Recommended retail price (RRP)

  • Cost prices (CP), if you're looking to use your catalogue as a look book for retail shows etc. or if you would like to publish it online, either do one with and without your cost prices or leave them out and only keep them on your price list.

  • Pack size

  • Product number/SKU

  • Barcode

  • Product dimensions or sizes available (if relevant)

How to order

Don't forget to tell the reader how they can order and include all your contact details including your website and social media handles.

Terms and Conditions

(I've done an episode about this too and later I will add a blog post about this, but in the meantime you can view the episode here)

  • Minimum order

  • Carriage

  • Carriage paid

  • Payment terms

Back cover

Lifestyle image, logo and maybe your website or if your catalogue ended up with odd pages you can use the back cover to put your order information and terms and conditions here. Another idea is to use the back cover to encourage shops to share your products or their displays of your products on social media and to remember to tag you.

Beyond the blog

If you're interested in working with me, get in touch to discover how I can help you. If you have any feedback or any topic you would like me to cover please get in touch. I also share tips every week on my Instagram account. .

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Hello, hej!

I'm Therese, I help business owners start and grow their wholesale by sharing my industry knowledge and knowhow.

I've spent the last 12+ years in the home and gift industry in sales and now I help creative businesses grow their sales, implement a strategy and increase their profit.

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