Sometimes we look at a catalog, see all the pretty pictures and cool graphics, and think "Wow, this is a really nice catalog."

Problem is, sometimes the message gets lost along the way.

When designing anything, your message to your client has to be foremost. It is a way for you to communicate your services and products fit the client's needs. This is using common sense in your design. Making sure your company's brand and copy voice sends the right message. Without telling your message, it is just another pretty picture catalog.