Appeal to what makes a person buy
Sometimes people buy to fill a need but most of the time people buy because of want. The art of creating the desire to buy is appealing to the customer's desire to attain a particular lifestyle. Show the customer the lifestyle they can attain and desire and you will sell more product.
Images, copy and page elements
Therefore, orient all the elements of your catalog around conveying lifestyle. Do this at all levels. Your catalog might have an overall lifestyle theme while the individual products might have modifications or even mini-lifestyle themes of their own. The text and copy should not only describe the product in sufficient detail that the consumer can make a buying decision but it should tell the reader how this item will help them achieve the lifestyle they want.
Tailor your catalog design to appeal to your audience. A business-to-business catalog should be very different than a business-to-consumer catalog. Catalogs for young people will have a different look than a catalog for older folks. Make the style of your catalog match the style desires of your audience. You will gain more affinity and hence more sales.
