Auction catalogues: how effective design will help maximise sales
Make your auction a success with high quality brochure and catalogue design
We all know that first impressions count, and that attention to detail – especially in presentation – will always impress. Not only will this set you apart from your competitors, but will also make your offering seem more attractive. Which is precisely why a high quality auction catalogue or brochure has become an auction house’s secret sales weapon – and why you need one for your business.
No matter what you’re selling at auction – whether it be antiques, property or even art – your company will benefit from a premium printed catalogue that will showcase your offering in the best light possible.
When it comes to catalogue and brochure design, there are some basics to consider. For example, pictures should always be high quality, clear and accurate. Choose images wisely, highlighting any interesting features, major selling points, and anything your target market will be specifically interested in. Next, consider the information. It should be relevant and include interesting details for your potential buyers. Remember also to fact check and proofread all copy for potential mistakes (which scream unprofessionalism).
Next, consider what you are selling and what style of brochure or catalogue will showcase them in the best light. Each type of auction will have a different set of requirements for the most effective catalogue, but here are a few points to keep in mind:
Property Auctions: When it comes to property, catalogues need to be clear, informative, and cover all the necessary details. Pay close attention to readability, with headlines that outline the key features of the property, and high-quality images taken in good lighting. This will entice serious bidders, which leads to serious sales.
Art Auctions: Not surprisingly, the focus of an art auction catalogue will be pictures. Pictures should not only be clear, but large enough to see important artistic details. It’s also imperative that these be printed in high quality, as this will affect how the images are displayed. A discerning art buyer will notice these details, and it will reflect on the product – which will in turn add value. Art auction catalogues can be considered a reference tool for serious art collectors who want to track the history of a piece, and are often presented as a keepsake. These are often formatted as glossy magazine style catalogues with a striking cover image that is representative of the art being sold.
Police Auctions: Across the UK, police forces often sell seized goods or lost property (when the rightful owners have not claimed them) which is a great opportunity for auction houses. These type of auctions are usually held when there are enough items to warrant an auction, a inherently the items available will be a mixed bag. With inconsistency in the products, the consistency should be given in the brochure design so it is coherent and easy to read, but print quality may not be as important in this instance.
Antiques Auctions: Similar to art, antiques auctions require high print quality catalogues to showcase these (often) expensive products in their best light. Accompanying captions should be clear and easily read, and include information that may appeal to the buyer including age, era, any flaws and any historical facts you may have. Catalogues such as these often become collector’s’ items in their own rights as they carry specialist information for enthusiasts, and can be used as reference guides – therefore placing even more importance the quality of the images and the overall presentation.
If you’re after a premium product for your auction, you need the services of a reputable and experienced team with quality graphic design services . Liquid Bubble has over a decade of experience in the industry, and we also have the added advantage of a high-quality in-house print arm. Not only will we create a catalogue that will entice buyers, we can print your brochures within quick turnaround times – and all at competitive prices – making us the ideal choice for auction houses across London