The Etsy marketplace is booming—nearly 7.5 million sellers are vying for the attention of over 97 million buyers. For many – perhaps even yourself – selling products on Etsy started as a creative outlet or a side hustle during COVID, and now it’s a serious business.
But with such a saturated market of sellers (that’s only likely to grow in the future), it’s becoming more and more tricky to stand out among the crowd. While TikTok, Instagram and other social media platforms can serve as part of your marketing strategy, it’s important not to forget about good, old-fashioned print marketing.
Granted, digital marketing is probably going to be your “bread and butter” for most of your sales, but there are still a few purists out there who appreciate being able to keep hold of a physical leaflet, flick through booklets and browse catalogues.
A well-structured printed booklet could help attract new groups of customers, show off other great things about your brand and – here comes the good part – lead to even more sales. For sole traders, small businesses and other start-ups, great print marketing can help your brand stand out from others and turn potential customers into loyal ones.
Here’s a few tips to help you get started in designing your very own printed catalogues – perfect if you want to show off your hand-made jewellery, clothing or any other products you’re selling en masse!
1. Know Your Audience and Speak Their Language
Before you even think about flipping open your laptop to start designing, it’s important to first take a moment to understand exactly who you’re creating the catalogue for. Who are your ideal customers? What do they care about? What’s going to resonate with them? For instance, if your target audience is young adults, your designs should be bold and modern. For an older, sophisticated audience, you may want to lean more towards an elegant and classic style. Customise both your design and messaging to make sure you’re going to speak the “lingo” of your audience.
2. Set a Clear Purpose for Your Catalog
Ask yourself: What do you want your catalogue to achieve? Are you promoting a new product line? Offering a limited-time discount? Or simply introducing your brand to a new audience? Identifying this goal early will help shape the content and layout, as well as how you approach the entire project, so it’s important to go into the design with a clear sense of purpose. Everything from here on out needs to point back to your objective—whether it’s boosting traffic to your shop or increasing sales.
3. Write content that grabs people’s attention
Compelling titles and snappy descriptions are key to grabbing attention. Think about the title of this very article; you’re reading it because the title caught your eye, right? When you’re writing content, focus on your unique selling points and use strong, direct language to guide readers toward action—whether that’s visiting your shop, following you on social media, or making a purchase. Less is more when it comes to text, so make every word count.
As a side-note, while it’s important to include “call to action” statements like “buy now” or “sign up to my newsletter”, you don’t want to appear too pushy. Read through your content and think about how you’d feel being presented with it. If it feels too strong, soften up your tone.
4. Use high-quality photos
When it comes to selling products, the visuals you use are exceptionally important. Aside from the fact that people need to be able to clearly see your products, this is your opportunity to really shine and show off your talent for crafting!
Use high-quality photos taken by professionals (or at least on professional gear) that really show off your stock in the best way possible. Lighting and composition is important too – don’t settle for hasty shots taken on your iPhone! Make sure the photos you choose match the style and spirit of your business, and remember that a picture is worth a thousand words…but in any printed media, it’s often worth a lot more than that.
5. Pick a colour scheme that goes well with everything
The colours you pick for your brochure could have a big effect on how people feel about it as a whole. Don’t believe it? Well, blue is used in over 75% of credit card brand logos, and 20% of fast food brand logos. Generally speaking, it’s a colour that encourages trust. Red, meanwhile, is found in over 60% of retail brands, and tends to encourage excitement. Take a moment to consider the people you want to reach, the reasons you want to reach them and how the colours you pick will help you do that. A more sophisticated customer might be more attracted to neutral colours and muted tones, while a younger audience might like brighter colours. For a professional look, make sure you decide on a “theme” or palette of colours used throughout your branding..
6. Typography Matters
Choosing your fonts is more than just a design element; the way your text is presented sets the tone of both your catalogue and your overall brand. Choose fonts that reflect your brand’s personality; A modern, sleek brand might opt for sans-serif fonts, while a more traditional brand could use serif fonts. Make sure the text is easy to read and highlights key information, and be sure to use your typography to make a visual order that will guide the reader’s eye as they read the brochure. Different styles, sizes and weights can help you draw attention to important points while keeping the text clear and easy to read.
7. Balance Layout and Space
A well-structured layout is essential for readability and visual flow. Use headers, subheadings, and ample white space to guide the reader through the catalogue without overwhelming them. Consider using grid layouts to keep everything neat, and experiment with different fold styles (like tri-fold or bi-fold) for added flair.
8. Don’t Forget the Essentials
You need to be creative, but don’t forget about the basics. In your brochure, don’t forget to put your phone number, email, any social media handles you have, your website URL and, if you have a physical store, the address of that store. To get people to engage, this information should be put in a place that is easy to see and get to; for instance, on the last page of a catalogue.
9. Add Interactive Elements
Make your catalogue more dynamic by incorporating QR codes, which can link to your website, social media, or even a behind-the-scenes video of your product creation process. This adds an interactive layer to your print marketing and bridges the gap between physical and digital.
10. Test, Refine, and Improve
Before you print a lot of brochures, make sure that a small group of people likes them. Ask them to tell you what’s good and what could be better. Does the catalogue capture your brand? Is it easy to navigate? Does it read well and make sense? Use this feedback to refine your design and content until it’s perfect. The end game is to make a brochure that looks great and works well to spread the word of your brand and get people to take action.
11. Choose the right way to print and distribute
Quality matters. Choose a printing process that fits your budget but also reflects the professionalism of your brand. For large print runs, offset printing is more cost-effective, while digital printing is perfect for smaller quantities. Consider the type of paper, finish, and binding to ensure it aligns with your brand’s aesthetic. You also need a plan to get your print materials to the right people. Giving them out at events, mailing them, or even packing them in customer orders are all possible ways to do this.
12. Be your own person while staying true to your brand
We’ve already addressed the fact that Etsy is a saturated marketplace. It’s important to find new ways to say things that are true to your brand if you want to stand out. Designs should be original and unique, but they should also be easy to recognise as being from your company. By perfecting this mix, your business will be able to stand out from the rest without giving up its own style.
A well-designed print catalogue can offer your Etsy shop a unique edge in today’s competitive market. By combining thoughtful design, clear messaging, and strategic distribution, you can captivate your audience and drive real results for your business. Who knows, it might just be the boost your Etsy shop needs to take your business to the next level.
