If you’re looking for a great way to get your brand out to the world, look no further than a lookbook!
With purposefully picked images and powerful, precise content, lookbooks have been used for ages by designers and models as a way to advertise their work. Now, lookbooks are gaining momentum in other sectors, as businesses realise how strong visual, printed media can be in advertising. Customers like to see what they are getting!
This route of advertising is brilliant for start-up, so join us as we enlist the expert advice of litho printing UK company, Precision Printing, in how to make a stunning lookbook.
What your lookbook needs
Pick a focus or feature for your lookbook, as this will keep your budget well-spent without any waste. The essential lookbook elements are:
• Cover page.
• Sensible navigation.
• High-quality images.
• Enticing product/service descriptions.
• Key brand details (including contact information and social media addresses).
First impressions: cover page
Your cover page will be the first thing your customers see, so make sure it encompasses your company’s image. The objective of the front cover is to grab attention, which means you need to think: attractive image, excellent use of colour, and an appealing title to compel the reader to want to know more. Cover pages typically detail the month and year and, if it’s not in the title, you need to have your brand name and logo somewhere here, too.
An easy path: navigation
Often overlooked, but a vital element to a lookbook is its page order. You want to create a good experience for your potential customer when they’re reading your lookbook, and making sure it flows without interruption is essential. For example, place all relatable products together, so the reader doesn’t have to thumb through the book to find items that might interest them. If you offer both goods and services, keep these separate, and try to section off connected articles into clear categories to deliver consistency and avoid making your lookbook appear disjointed.
The importance of visuals: imagery
Visuals can make or break a lookbook. Make sure the photos you put into your lookbook are professionally-taken and of the highest quality, which means considering props, lighting, colour, setting, and image resolution for each shot. If this is one of your first print marketing campaigns, you don’t want any mistakes.
Be mindful of how to make use of whitespace, rather than being tempted to cover it all. Not every image needs to run border to border and whitespace is a modern photography technique used to create a focus point and highlight a particular part of the page — use it sparingly.
In order to make your lookbook the best it can be, a professional photographer is a worthwhile investment. However, you can do these yourself if you prefer, but just remember to check that you have exclusive rights for everything you include if they aren’t all original images.
Choice words: product descriptions
Lookbooks may be primarily picture-based, but your choice of text is important too. Essentially, a lookbook will feature product/service descriptions and — if you’re a start-up — perhaps a brief brand description so everyone knows what you’re about.
Let’s look at how to write for a good lookbook. Quality lookbook copy must be:
• Concise: keep it to the point.
• Informative: give the reader what they need to know.
• Interesting: make your reader want to stick around!
• Enticing: encourage your readers to become customers.
Your word choice is a means of connecting with potential customers, as well as introducing yourself. Use professional language to convey your reliability, but try and adopt a chatty tone to come across as approachable. Try to avoid using very long words and sentences — these sound stuffy and clumsy — and keep your product descriptions between 30 and 60 words in length to avoid taking focus from your lookbook’s images.
The success is in the details
The back of the lookbook should have your contact details on, as it’s easy for someone to find it there. If you’re a new company on the scene, you’re going to have to shout about where new customers can get in touch with you. Make sure you include:
• Email address.
• Social media addresses.
• Shop address.
• Phone number.
Edit and print
When you’re happy with your design, you can send it to the printers. Have a chat to your printing specialist about the type of paper stock and finishes that might look good and ask to see a few samples to get a better idea. The worst scenario would be to put so much time, money and effort into designing the perfect lookbook, only to have it ruined by opting for a cheap paper or poor finish.
But before you send it off to the printers, make sure to read over everything thoroughly. Proofread your copy, scan photos for anomalies and verify product names and prices. After its printed, get your lookbook out to as many potential customers as you can!
A lookbook can present your business in a slick, stylish way and be a go-to reference for your customers.
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