Creative Director Birte Helms on the fascination with high quality print products

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»Of course most orders are online nowadays,« writes Page in its July issue. »After all, who wants to go to the trouble of sticking a stamp on, sending a fax or phoning a call centre? But there is still often impetus to buy – perhaps particular now – from a print catalogue.« Page then spokes to Birte Helms: »A greater outlay pays off particularly for manufacturers who themselves have great passion for production,«, says Birte Helms, Creative Director at the Munich CI/CD agency Martin et Karczinski. ›Print catalogues are a good opportunity to communicate the worth of products and the brand philosophy. This is true especially for products you want to touch, where the materials matter.‹ Technical products on the other hand, where customers want to compare the details, are better online. Helms believes that particular sectors, such as interiors, travel and fashion, lend themselves to the more involved design of print publications. (...) One advantage of dovetailing with online retail is that catalogues no longer have to be complete. The print catalogue serves as inspiration, featuring selected collections or innovations – while long lists of technical details and prices move to the Web. This means that designers can use the entire palette of graphic design options. ›Fine typography, large areas of images, artistic book-binding, print finishing: catalogue design allows you to work with a quality and precision that would never be possible with online shops,‹ says Birte Helms.«

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