{"id":1290,"date":"2019-07-11T10:20:04","date_gmt":"2019-07-11T15:20:04","guid":{"rendered":"https:\/\/blogprodproxy.wpengine.com\/?p=1290"},"modified":"2025-08-21T09:18:52","modified_gmt":"2025-08-21T14:18:52","slug":"paper-raven-how-to-design-a-product-catalog-lookbook-in-one","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/printspiration\/paper-raven-how-to-design-a-product-catalog-lookbook-in-one","title":{"rendered":"Paper Raven: How to Design a Product Catalog &#038; Lookbook in One"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>Stationery and product designer Erin McManness launched a greeting card line called <a href=\"https:\/\/shoppaperravenco.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Paper Raven<\/a> in 2014 among the magnolia and peach trees of Atlanta, Georgia. Today, her stylish pen-to-paper designs include fabric and home decor as well as the greeting cards that put Paper Raven on the map. Her next endeavor? Figuring out how to design a product catalog that&#8217;s also a lookbook.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span data-sheets-root=\"1\">Erin McManness created a <a href=\"#finding-focus\">dual-purpose product catalog and lookbook<\/a> to reflect her brand\u2019s identity, using it not just to showcase products, but also to communicate Paper Raven\u2019s artistic story and quality from the first impression.<\/span><\/li> <li><span data-sheets-root=\"1\">Drawing inspiration from the symmetry and beauty of nature, <a href=\"#gathering-inspiration\">McManness infused her catalog with organic florals and intricate patterns,<\/a> anchored by her signature &#8220;Night Floral&#8221; print, to ensure the visuals felt both consistent and compelling.<\/span><\/li> <li><span data-sheets-root=\"1\"><a href=\"#inking-in-the-details\">McManness designed the catalog with a clear flow,<\/a> grouping products by theme and using custom printing options to enhance visual impact, making it easy for retailers to navigate and connect with the brand\u2019s offerings.<br \/> <\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2019\/07\/0008_2017-10-SP-Paper-Raven-High-Res1.jpg\" alt=\"Two hands holding open a product catalog to an image of custom stationery and brand information.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">The catalog doubles as a lookbook and helps tell the brand story<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2 id=\"finding-focus\">Finding Focus<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cI\u2019ve always loved to draw and I knew at some point I wanted to go into business for myself,\u201d McManness said. \u201cWhen I finally figured out how to make the two mesh by focusing on greeting cards, I knew I was on my way.\u201d To promote the new line, Erin created a product catalog that could double as a custom lookbook to help tell the Paper Raven story and sell the brand. And she did it all with Smartpress&#8217; online printing services.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2019\/07\/0010_2017-10-SP-Paper-Raven-High-Res.jpg\" alt=\"Two hands holding open a product catalog with images of and details for greeting cards.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">The print catalog breaks through a crowded marketplace<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-lg\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2>Cutting Through<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cI wanted prospective retailers to sense the quality of my line the minute they were introduced to it,\u201d she said. McManness knew that she needed them to feel the difference the minute they picked up the catalog, breaking through a crowded marketplace. \u201cAnd because I was a small business starting out,\u201d she continued, \u201cpricing was really important.\u201d<\/p> <p>Luckily for McManness, catalog printing with an online printer like Smartpress takes the stress out of sticking to you budget. Customizing <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-booklet-printing\">Saddle Stitch Booklets<\/a>, McManness was able to take advantage of options like <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/small-format-paper-stocks\">paper stocks<\/a>, <a href=\"https:\/\/smartpress.com\/support\/color-ink\/black-vs-full-color-printing\">full-color ink<\/a>, <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/text-weight-vs-cover-weight\">cover and text weights<\/a>, <a href=\"https:\/\/smartpress.com\/support\/specialty-features\/uv-coating\">UV coatings<\/a> and more.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2019\/07\/0004_2017-10-SP-Paper-Raven-High-Res.jpg\" alt=\"A marketing catalog laying open to wrapping paper products and details.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Organic florals, intricate patterns, and flowing symmetry<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2 id=\"gathering-inspiration\">Gathering Inspo to Design a Product Catalog<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cNature is my muse,\u201d McManness said. \u201cI love to go on hikes with my dog and spend time gathering inspiration for my designs outdoors.\u201d For Erin, nature is a positive influence where she goes to find her creative spark.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cI find higher meaning in nature, in its symmetry and cyclical nature and I try to bring that into my artwork,\u201d she says. It shows in the organic florals, intricate patterns, and flowing symmetry that fill page after page of her sketchbook and catalog lookbook.<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2019\/07\/paper_raven_catalog.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=2eb33f78cbaabec44b14cdf8f76e0e2f\" alt=\"Two hands holding a printed brand lookbook with a floral design.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">The cover features Night Floral, the brand&#8217;s best selling print<\/p><\/figcaption><\/figure><\/div>  <p><div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><img decoding=\"async\" class=\"\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2019\/07\/paper_raven_detail.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=2c6589514d6e4d5c05c423db673dbf77\" alt=\"A branded lookbook with a floor design in dark blue, light pink and orange.\" data-recalc-dims=\"1\" \/><\/div><\/p> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-lg\"><\/div><!--\/graybar--><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2 id=\"inking-in-the-details\">Inking in the Details<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cI start every design the same way,\u201d McManness says. \u201cWith my sketchbook, pencil and pen.\u201d Once she has it down in black and white, she layers in the color with watercolor and ink, then finalizes the piece in <a href=\"https:\/\/smartpress.com\/support\/file-preparation\/editing-files-with-photoshop-indesign-more\">Photoshop<\/a>.<\/p> <p>&nbsp;<\/p> <p>\u201cBelieve it or not, I always have an idea of the final piece in my head,\u201d she says. \u201cThat\u2019s true of every piece I create.\u201d Case in point, Paper Raven\u2019s card-sized catalog features McManness\u2019 best-selling print, Night Floral. \u201cI drew the pattern, cut it up and reordered it. I knew from the beginning that I wanted a dark background so the colors would pop. An <a href=\"https:\/\/smartpress.com\/support\/stocks-substrates\/coated-paper-stocks-vs-uncoated-paper-stocks\">uncoated<\/a>, 80# stock gave it a vintage vibe,\u201d she details.<\/p> <p>&nbsp;<\/p> <p>She went on to say, \u201cInside, my line sheets structure the pagination so love and friendship cards were grouped together, followed by thank you notes, birthday cards, wrapping paper, boxed sets, and art prints.\u201d McManness considered a pace for the catalog that would make Paper Raven products easy to view and buy.<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"\/blog\/wp-content\/uploads\/2019\/07\/0005_2017-10-SP-Paper-Raven-High-Res.jpg\" alt=\"A custom lookbook laying open to images of stationery, a cup of tea and a plate of cookies.\"   \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <h2>Greeting the Future<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row end-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>\u201cIt\u2019s been five years since I took on the business full time and there\u2019s been a lot of growth,\u201d said McManness. Licensing and product collaborations are taking up more and more time, but the catalog remains a key part of the Paper Raven offering. \u201cAfter all, we are all about paper here.\u201d<\/p> <p>&nbsp;<\/p> <p><em><strong>Hint:<\/strong> <\/em>Now that you know how to design a product catalog, get more booklet inspo:<\/p> <ul> <li><a href=\"\/blog\/on-press\/how-to-choose-the-right-paper-stock-for-your-booklet\">Choosing the Right Paper Stock for Your Booklet<\/a><\/li> <li><a href=\"\/blog\/on-press\/perfect-binding-the-sophisticated-choice-for-custom-booklets\">Perfect Bound: Print Booklets with a Sophisticated Binding<\/a><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div><!--block-empty--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"Natural Beauty: Stationery designer Erin McManness finds outdoor inspiration for her Paper Raven product line and paper goods catalog. \u201cI find higher meaning in nature.\u201d","protected":false},"author":8,"featured_media":1291,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-printspiration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Paper Raven: How to Design a Product Catalog &amp; Lookbook in One<\/title>\n<meta name=\"description\" content=\"Erin McManness&#039; Paper Raven flaunts pen-to-paper designs on cards, fabric and decor. 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