A catalog is only as good as the data behind it. When product information arrives clean and complete, the designer can spend the time on what you are paying for: a clear grid, good hierarchy and pages that sell. When it arrives in pieces, the same hours go into copying, checking and chasing missing prices.
Build one master spreadsheet
Use Excel, Google Sheets or a CSV export from your shop or ERP. The rule is simple: one row per product, one column per piece of information. Do not merge cells, do not put two values in one cell and do not use colours to carry meaning — the layout can read text, not highlighting.
Columns most catalogs need
- Reference / SKU — unique, and identical to the photo file name.
- Category and subcategory — decides the order of the catalog.
- Product name — exactly as it should be printed.
- Short description — one or two lines; long texts break grids.
- Specifications — size, weight, material, capacity, each in its own column.
- Variants — colours or sizes, separated consistently (for example with commas).
- Price — and whether it is retail, wholesale, with or without tax.
- Flags — new, bestseller, limited edition, if you want them highlighted.
Name your photos after the reference
If product AG-45 has a photo called AG-45.jpg, it can be placed automatically and checked in seconds. If the photo is called IMG_4021.jpg, someone has to match it by eye. For extra angles use a suffix: AG-45_2.jpg, AG-45_detail.jpg. Send the largest original files you have; never screenshots from your website.
Photo checklist
- Consistent background across the range (white, or the same set).
- At least 2,000 pixels on the long side for print.
- Products already clipped if they must float on the page — or ask for clipping as an extra.
- Lifestyle photos you have the rights to use, for openers and covers.
Decide the order before layout
Sort the spreadsheet in the order you want products to appear: by category, then by range, then by price or popularity. Moving products after the pages are built is one of the most expensive changes in a catalog, because every page after the change has to reflow.
Keep prices flexible
If prices change during the year, put them in a separate price list or insert, linked to the catalog by reference. The catalog stays valid all season and only a one-page document needs updating. Our Extended catalog package includes this as standard.
What to send with your order
- The master spreadsheet, final and checked.
- A folder of photos named by reference.
- Logo, brand colours and fonts, or a previous catalog you like.
- Page size, approximate page count and your printer's specifications.
- One person who approves the pages.
With that in place, you can choose a catalog package and start the same day. Wondering about budget? Read how much catalog design costs.