1. Support of Brand
Some catalogs are easy to recognize by their use of color. Why? Because they've established a well-defined color palette, and the color scheme becomes essential to their brand identity.

Victoria's Secret urged customers to "Think Pink." Not only was this a marketing slogan, it was a reminder of the color that people identify with the brand.

Creative and consistent use of color tells customers who you are, and helps separate yourself from the many other catalogs in the mail.

2. Shopping By Color
The majority of individuals shop within a primary or secondary color palette they're comfortable with.

If you love wearing black, your eye naturally will gravitate toward black garments. Savvy merchandisers share this information with designers so successful palettes can be presented in key hot spots.

3. Tie a Spread Together
Sometimes a merchandise concept is built around a color scheme. For instance, Coldwater Creek uses color to tell a story when building spreads. Instead of selling two to three apparel items in the same color, it includes jewelry, shoes and even household items in that same color scheme. If a woman likes an item, chances are good that she likes the color and would be willing to buy other items in the same scheme.

Another method of tying a spread together is to use a consistent color background, or color-themed props in all of the product photos.

4. Offers That Get Noticed
Offers are created to get customers to act—now! Unfortunately, many designers place the offer in a presentation that blends in with its surroundings.

You want your offer to get noticed, so use a color that stands out without being garish. For dot whacks or other graphic violators, choose a color that complements your palette. They should maintain a nice look, while allowing your offer to get the attention it demands.

5. Make Covers and Envelopes Stand Out
Most consumers gravitate toward vibrant colors. Whether it's an outer envelope or a catalog cover, color always draws attention over a sea of white mail.

However, it's important to keep the color palette limited and relevant. Always remember that high chroma colors will grab more attention than dark or muted palettes.

6. Grab Attention
Inside the catalog, effective use of color can communicate important information. Icons such as "new" and "best seller," or call-outs like page references or add-on opportunities help customers use your catalog and encourage purchasing.

As with covers and offers, vibrant colors grab the most attention, provided you adhere to a consistent palette. Don't sacrifice your catalog's clean presentation with icon colors that clash.

7. Organize a Busy Page
Color is an effective way to distinguish a number of products or information on a page. Background screens and shaded gradations help separate individual presentations, but must be subtle.

One way to do this is to organize a grid using color. By alternating shaded boxes, customers know where one product ends and another begins.

8. Organize Categories
Color-coding—separating sections or product categories with separate, distinct colors—is an overused technique. People typically don't search for products by an assigned color. An exception is large, business-to-business catalogs that use colors tabbed on the outside pages. This practice becomes a helpful navigational tool for customers who frequently shop from the same catalog.

9. Highlight Editorial Information
Develop a consistent graphic treatment for editorial notes that trains customers to know product information from added editorial. The simplest way is to use color tints extracted from your base palette. This works for testimonials, tips, or any other information not related to the selling copy.

10. Establish Visual Cues
The use of certain colors tells the customer a story without using a single word. For instance, a red slash over the regular price instantly shows that the product is on sale. Putting the price in red projects the same.

Besides maintaining consistency, your choice of color palette further establishes your brand image. Subtle colors and earth tones give the impression of an upscale brand, while primary colors have a light, fun impact. Color reflects who you are.