Traditional designer reorder catalog pages. One photo, one
scan, one page.
With a penny weight reorder catalog as many pieces as possible
are fitted on to page and a single photo taken.
Wholesale Jewelry Catalog
I you were looking for a quick explanation and pricing on
catalog photography and production you are not going to find
it here. If you are looking for a solution to your jewelry catalog
photography and production process needs, this is the place but
with some explanation. The new digital technology is bringing
rapid changes to jewelry catalog production. I view wholesale
jewelry catalogs in three categories: pennyweight reorder, designer
reorder and marketing image catalog. The simplest of these is
the pennyweight reorder catalog. This is where merchandise is
lined up in even rows and columns like little solders and you
have page after page of this. You try to get as many piece on
a page and there is nothing but merchandise on a page. You always
have a top view of the piece of jewelry and backgrounds are simple.
If someone is already sold on your product, they can use it as
a reference to reorder a piece they might have sold. This type
of catalog works simply as a visual reference tool. The next
progression is the designer reorder catalog. This catalog also
works as a reorder catalog but by putting fewer pieces on a page,
with interesting arrangements, props, and backgrounds, you create
a more stylish catalog. There also may be some space or sheets
just for image or company information. Through page design and
information a company's image is represented in this type of
catalog. If someone is unfamiliar with your company, this catalog
will not only show your merchandise but also leaves one with
a good impression of your business. The final type of catalog
is a marketing image catalog. One can reorder or first time order
from this catalog but it does much more. This catalog creates
a company image (branding). A smaller amount of merchandise is
shown at its very best. A great deal of attention is giving to
the purpose, goals and design of this catalog. This catalog contains
more then just merchandises. With this type of catalog space
is devoted for copy, headlines, pictures and graphics, all designed
to sell the company's story and image and to turn lookers into
Jewelry catalog pages composed of individual digital photos and
assembled in Photoshop into a single page.
As you progress from the pennyweight
reorder to the marketing image catalog the amounts of time require
designing and producing a catalog increases. This of course has
an effect on the cost. Five years ago the cost of a designer
reorder catalog was four times as much as a pennyweight catalog.
The cost of a marketing image catalog was twenty times as much.
But the new digital technology is changing these numbers. Pennyweight
catalogs have gone done in price and remain the cheapest way
to show a large line of jewelry. But with the Internet and media
CDs these printed catalogs are becoming obsolete. The designer
reorder catalogs still cost more then the pennyweight catalogs
but only a bit more. The marketing image catalogs have come way
down in cost thanks to the new technology and may run only three
to four times the amount of pennyweight catalogs. This is opening
up new branding opportunities for jewelry designers and jewelry
A Marketing Image catalog page containing small group photos,
theme images and company's message. Photographed on film, scanned
and assemble to a single page in Photoshop.
Equine jewelry catalog photographed digitally and assembled
into a single page for printing.
This catalog was done several years age. Photos were individual
shots on film, scanned and assemble in a page layout program.
Retail Jewelry Catalog
A retail jewelry catalog will
normally have quite a different marketing objectives from a wholesale
catalog (customers generally are not reordering something they
already bought again and again). In some cases a catalog on the
style of a designer reorder catalog might get by on a retail
level but in most cases to be effective you need a marketing
image style catalog. This is one reason why retail catalogs are
more expensive to produces then a manufacture's wholesale catalog.
Retailers also have to bare the expense of a catalog every year
(Christmas) while a manufacturers catalog may get reproduced
every five years. This does give a retailer more opportunities
to try new ideas but it also means a catalog has to bring in
more sales to be cost effective. Retail jewelry advertising and
promotion materials are just more complicated then business-to-business
wholesale materials. I offer complete marketing, advertising,
design, and production service through Van Rossen & Associates.
The new digital technology has brought the cost of a designer
image way down and offer new branding opportunities.
A designer reorder horse jewelry catalog. Photographed as
a single page with props and graphics added in printing pre-press.
Going to Print
Color Printing cost still remains the largest expense in jewelry
catalog production. But new digital technology is having a big
impact on these costs. More of the work that was formally handled
by the printer is becoming a responsibility of the photographer.
The most important of these is color management. A photographer
use to take the picture of the jewelry on film (normally color
transparency) and after capturing a satisfactory image would
hand the project off to the printer. The printer would scan and
print to match the film. But with a full digital work flow there
is no longer a piece of film to reference to. Often the only
person in the entire catalog production process who saw what
the product looked like was the photographer. Because of this
the photographer must manage the color of the project from first
lighting the photo to final press check. It is important that
the photographer has experience with the entire catalog production
process not just taking the photo.
The new digital color management workflow has been easy for me.
For the past 20 years I have taken catalog projects from conception,
to film, through the graphics, to the spot color proofs, to final
color proofs and to final press checks. Today the workflow is
changing to calibrated profiled monitor, PDF soft proof, digital
final proofs and final press checks. Making sure the color of
the original product matches the final printed piece remains
the critical goal.
Jewelry Catalog Photography
Today jewelry catalog photography stands at a transitional
point. A catalog made up of individual photographs of each piece
of jewelry has always been the most effective. Each piece of
jewelry can be shown from the best angle and a person can understand
the design of each piece better. But the cost of film, color
separations, layout time and stripping time made this process
unaffordable for most jewelry firms. For the last 20 years we
normally shot single page shots of a full page of jewelry showing
every piece of jewelry from one angle of view, one lighting setup.
The view of each piece was compromised for the whole of the photo
and all for cost savings. We still do a lot of catalogs by this
single page photo process. Today, however, with the new digital
technology it is becoming possible to build catalogs made up
if individual digital photographs of each piece of jewelry shown
at its best. And the costs have come down to where most jewelry
companies can afford it and justify the slight increase in cost
because of the increase in sales. In addition these individual
jewelry photos can be used for a company's web site and to build
other advertising materials. Today there are more choices and
options there ever on how to photograph and produce a jewelry
So what type of catalog or photography service is right for
you? Because there are so many variables I am not able to offer
pre-pricing. Also, the total number of catalog pages and the
number pieces per page can have a big effect on services needed
and the final price. With a large catalog you can reach an economy
of scale that you just don't get with a single page flyer. I
am happy to discuss what your needs might be, work out the specifics
for you project and to quote you a price. Please contact me at
503-735-1925 or by email.