A catalog is the ink and paper equivalent of a retail store, with many of the same sales objectives. Your catalog design must be a delight to the eye showing products in their best possible light. Use of quality product photography, clean design and an easy to find order form are key elements. The mail order form must be designed so that it's easy for the shopper to order, easy for the fulfillment house to understand what to ship, and easy for the merchant to track the success of the catalog. Also see Electronic Catalogs (eCatalogs).