How to create a product catalog that sells: a guide | Omi.so

A catalog lets you display a curated collection of your products — complete with descriptions, pricing information, and images. It’s your brand’s visual and informational showcase, designed to guide potential customers toward making a purchase.

This article explores what an effective product catalog looks like and shares best practices and tips for creating catalogs that drive revenue. 

Do brands still rely on product catalogs?

Yes, brands still make product catalogs — but they’ve evolved. While glossy print catalogs have lost some of the relevance they once had, digital catalogs have become the new standard for eCommerce and retail businesses.

Catalogs, whether print or digital, do more than list products; a good product catalog tells a story, guiding customers through collections and making it easier to reach purchasing decisions.

Imagine you’re launching a seasonal clothing line. Your catalog can highlight outfit pairings and must-have trends for the season. For limited-time offers, such as Black Friday sales, a product catalog displays your best deals and sparks urgency. 

What your product catalog might look like 

Examples of product catalogs include print, PDF and interactive formats. Which approach you take depends on your business model, audience, and marketing goals. While physical catalogs cater to traditional or luxury audiences, digital formats offer flexibility and accessibility for a larger base of consumers.

Print catalog

Print catalogs resonate with specific audiences, making them valuable tools for certain industries. This tangible format excels for luxury or premium brands where presentation matters as much as the product itself.

Luxury fashion houses, high-end home decor brands, and niche industries with a devoted audience still use print catalogs to showcase their product line. For these brands, the tactile experience of flipping through pages can evoke a sense of exclusivity and sophistication that aligns with their identity. 

For example, a high-end clothing line might release a seasonal print catalog each quarter featuring curated looks and styled creative product photography. 

Print product catalogs also cater to customers who prefer the slower, more deliberate process of browsing physical materials. They’re ideal for reaching older demographics or segments that value tradition over technology. And in a digital-saturated world, there’s an allure to receiving a meticulously crafted catalog in the mail — which can help reinforce brand loyalty.

PDF catalog

PDF catalogs bridge the gap between traditional print and fully interactive digital formats. They’re easy to share and can be designed to replicate the aesthetic appeal of traditional catalogs while offering the convenience of digital access.

These catalogs are common for B2B wholesalers, retail brands, and product manufacturers as they provide detailed and easy-to-access product information to clients, partners, and customers. 

For example, a furniture company might use a PDF catalog to showcase its new collection, complete with dimensions, pricing, and material specifications.

PDFs are also popular for businesses that want to keep their catalog format consistent across multiple devices and channels. They’re great for emailing to clients or embedding within a mobile app.

Interactive catalog

Interactive catalogs combine the detailed presentation of a traditional catalog with dynamic elements like clickable product links, embedded videos, and customizable views.

Ideal for eCommerce, tech, and lifestyle brands, interactive catalogs are designed to engage modern, digitally native audiences. For example, an outdoor gear company could create an interactive catalog that lets users explore a virtual camping scene, clicking on tents, backpacks, and gear for in-depth product descriptions and purchasing options.

These catalogs allow brands to build a narrative around their products. Features like 360° views and animations can further immerse customers in an engaging virtual shopping experience.

Where this format really shines is in its ability to drive conversions. Customers can seamlessly transition from browsing to purchasing, which reduces friction in the buyer journey. And because they’re digital, they’re easy to update, scale, and distribute globally without the logistical challenges of print.

5 best practices for creating a product catalog that generates serious revenue

These five best practices will help you create a catalog that captures customers’ attention and drives conversions.

1. Organize your products clearly and logically

Endro Cosmétiques enhanced their website navigation with these Omi renders, providing shoppers with intuitive visual guidance. Read their story

The key to creating a well-structured product catalog is to logically and intuitively group products, making navigation seamless. Categories should reflect how your customers are likely to think about your products — for example, by product type, use case, or target audience.

A tech brand could segment products into categories like “Smartphones,” “Wearables,” and “Accessories.” Similarly, a women’s clothing brand might organize its catalog into sections like “Outerwear,” “Tops,” “Bottoms,” and “Footwear.” Alternatively, you could group items to create outfits and provide style inspiration, such as night-out looks or vacation collections.  

Clear labeling, consistent naming conventions, and strategic grouping make your catalog user-friendly. Avoid overwhelming your audience with too many categories or products crammed into one section. Instead, guide them through the journey with subcategories, featured items, or recommendations based on popular products.

2. Carefully craft product descriptions and conversion copy

Instead of simply listing product features, focus on benefits. In other words, illustrate what your product can do for the customer and how it fits into their lives. Write copy that paints a picture of the product in action, showing why it’s indispensable.

So instead of saying, “This jacket is waterproof and lightweight,” highlight the customer experience: “Stay dry and comfortable during unpredictable weather wherever you are — from your morning commute to a weekend hike." 

Here are a few more tips for writing effective product descriptions and conversion copy:

• Use sensory and vivid language to help customers imagine the experience of using the product. Replace "This candle smells nice" with "Fill your space with the soothing aroma of vanilla and sandalwood, creating a cozy and calming atmosphere."

• Address customer needs and write with empathy to demonstrate that you understand their pain points. For example, "This ergonomic chair is designed to relieve back pain and keep you comfortable and productive during long workdays."

• Avoid jargon and keep descriptions simple and accessible to avoid overwhelming your audience. Instead of "This TV features QLED technology," use "Experience vibrant colors and sharp details for movie nights that feel like a cinema experience.”

3. Include straightforward and transparent pricing and ordering details

Customers want to feel confident in their purchase without having to search for key information.

When listing prices, make sure they’re easy to find and prominently displayed. Avoid using confusing language like “starting at” without clarification. If discounts, bundle deals, or seasonal promotions apply, make them clear and explain how much the customer can save. For example, instead of “10% off,” write, “Save $20 when you purchase these two items.”

Ordering details — like shipping costs, delivery times, and return policies — are equally important. For example, highlight “Free shipping on orders over $50” or “Hassle-free 30-day returns.” Having these details on hand makes it more likely a customer will feel confident converting.

Finally, make your ordering process simple and user-friendly. Whether your product catalog is physical or digital, include clear next steps, such as "Visit our website to order" or "Click here to buy."

4. Ensure the design is consistent with your brand image

Endro Cosmétiques created hundreds of on-brand product visuals with Omi, from packshots to seasonal catalogs like the one above. Read more

Your product catalog is an extension of your brand, so its design should reflect your image and identity at every turn. Consistency in elements like fonts, colors, and imagery reinforces brand recognition and creates a polished and professional look.

Use the same (or complementary) fonts across headings, descriptions, and pricing details to maintain visual harmony.

Choose a color palette that aligns with your brand’s personality. For example, a luxury brand might use sleek crimson, classic navy, and gold, while a playful footwear line that targets a young audience could incorporate warm, vibrant tones. 

Image backgrounds and layouts also play a critical role. Whether using a clean white background or a styled setting, make sure they fit your brand aesthetic. For example, an eco-conscious cosmetics brand might use natural, earthy tones, while a tech company may favor sleek, minimalistic designs.

5. Use product images that grab your customers' attention 

High-quality product images are non-negotiable if you want a catalog that converts. Visuals are often the first thing customers notice, so they have to quickly capture attention and accurately portray your products. Create high-quality, detailed images that highlight the product’s features and benefits.

A simple, distraction-free background works well for most product photos, but styled settings can also help tell a story or evoke a specific lifestyle. For example, a clean white product photography background might suit an electronics catalog, while a natural outdoor setting could complement a line of hiking gear.

While you’d normally need a physical product photography studio and professional crew to achieve these visuals, an alternative like Omi’s Virtual Studio makes creating photorealistic and professional pictures for your catalog seamless. With customizable lighting, backgrounds, and angles, Omi provides endless flexibility without the cost or time of traditional photoshoots.