Let’s Talk Catalog Strategy

It’s that time of year: catalog season. As brands head into Q4 and holiday, more catalogs are making their way into homes, and there’s a lot more strategy behind a great one than what goes on the page.

Paper stock, finish, size, page count, and even how a catalogue feels in someone’s hands can change the final product. Here’s what we’re thinking about when we build one.

Paper is part of the creative

Paper isn’t just a production decision. It changes how the entire catalogue feels.

A heavier stock can give a book more weight and presence, while a lighter stock can help create something more approachable and efficient at scale. Cover and interior pages don’t have to be the same weight either. The right combination depends on the brand, the creative, the number of pages, and the economics of the campaign.

Finish changes the experience

Glossy, silk, matte, and uncoated papers each create a different look and feel. A finish that makes product photography pop may not be the same choice you’d make for a brand leaning into a softer, more editorial aesthetic.

This is where brand identity and production strategy meet. The goal isn’t to pick the fanciest paper. It’s to choose the one that makes sense for the experience you’re trying to create.

Size and page count matter

A catalogue doesn’t have to be a huge book. SLM campaigns have ranged from compact mini catalogues to larger, full-size formats, and the right approach depends on how much story you actually need to tell.

More pages give you room for assortment, storytelling, gifting, and editorial content. A smaller book can keep the message focused while helping manage production and postage costs.The question is always the same: what does this catalogue need to accomplish?

Make the physical piece intentional

That’s the advantage of catalog mail. It’s tactile. People can pick it up, flip through it, leave it on a coffee table, and come back to it later.

Paper, finish, format, and creative all contribute to that experience. And during catalog season, when there’s more competition in the mailbox, those details matter.

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