A lookbook is a visual brochure, which contains photographs chosen to showcase your work. It typically contains full-page images, and product prices and details are kept to a minimum or not included at all. It’s meant to catch the eye of a casual browser, and create intrigue, so they are compelled to find out more.
They’re most commonly used by fashion designers, but you will find examples for anything from bespoke kitchens to flat pack furniture. There’s no need to spend a fortune on professional graphic designers. With some basic image editing software, you can put it together yourself, and use a custom lookbook printing service online.
Why do you need a printed lookbook?
You might assume that in this age where technology rules, a website will be enough to communicate your brand. Indeed, you will certainly need a well-designed website with high quality images if there is a strong visual element to your work.
However, printed material can be mor effective at getting you noticed, as they are less ignorable and ephemeral than links and emails. They function like business cards; you can always have them to put in a potential customer’s hand.
How to make sure your lookbook stands out
For the most effective results, it’s best to keep it simple and let the images speak for themselves. Keep the backgrounds unobtrusive, with white or pale neutral colours and no unnecessary design elements. Make sure that the fonts are clear, readable, and consistent, and position text outside of the images, rather than overlaying it.
Pick the right images
Spend some time selecting the right images, or plan some new ones. Can you tie the whole product together with a theme or story? This will help to strengthen the identity of your brand. Who is your ideal customer? What is their age, gender, occupation, and interests? Put together a mood board with your target audience in mind.
Include a range of shots, from distance to close-ups, especially if there are particular details in the product which you want to draw the viewer’s attention to. It’s fine to use background styling to set the mood and complement the product, but they shouldn’t fight against the main subject.
Create a lifestyle
When it comes to styling the product, think about how it will realistically be used or worn; how, when, and where will your target audience be using it? You could set up some lifestyle shots to capture the spirit of the brand—if it is sportswear, for example, you will want to include some active shots, rather than simply present the clothes on a hanger.
However, although it’s important to try and inspire an emotional response in your viewer and create some context for your products, don’t go overboard. A mixture of clean simple shots which show the product with no distractions, and some more ‘storytelling’ type photos is ideal.
Set up the pages for print
Make sure everything is designed in CMYK rather than RGB, and work in 330 DPI. If you have not designed printed materials before, read up on bleed and trim areas to make sure everything fits nicely on the page. There are a range of binding options, which will depend on the size of your book and your budget.
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