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How to create a winning self-promotional lookbook

If you're a new business, no doubt you're exploring the various ways to get your brand out in the public eye.

How to create a winning self-promotional lookbook

"For start-up companies, a lookbook is a great way to show what youre bringing to the industry in a professional and appealing manner. "
Precision Printing

Digital marketing is the current marketing giant, but it can be a pricey venture. So how else can you get your services an products out there? Well, how about a professional and stylish lookbook?

Lookbooks have been the go-to marketing option for models and designers for years, and it is becoming an effective tool for all other industries too. As the original idea was to show off a model's range of looks, they focus heavily on visuals, which makes them a great way to show off your products.

Sound good? We've teamed up with personalised wallpaper printing supplier, Precision Printing, to get some expert tips on how to create and print your perfect lookbook.

A guideline for your contents

Make the most of your budget by planning out each part of your lookbook. The essential lookbook elements are:

·         Cover page.

·         Sensible navigation.

·         High-quality images.

·         Enticing product/service descriptions.

·         Key brand details (including contact information and social media addresses).

A glimpse into your work: the cover page

Your cover page is hugely important, as it the window to your page-based shop! The objective of the front cover is to grab attention, which means you need to think: attractive image, excellent use of colour, and an appealing title to compel the reader to want to know more. Cover pages typically detail the month and year and, if it’s not in the title, you need to have your brand name and logo somewhere here, too.

Getting around: navigation

A sensible, well-organised page order is critical to a lookbook’s success. You want to create a good experience for your potential customer when they’re reading your lookbook, and making sure it flows without interruption is essential.

Grouping up related items makes it easier for your customer to flick through to where they need to be. If you offer both goods and services, keep these separate, and try to section off connected articles into clear categories to deliver consistency and avoid making your lookbook appear disjointed.

Making an impression: imagery

Visuals can make or break your lookbook, so you need to set aside plenty of time to plan this part out. Make sure the photos you put into your lookbook are professionally-taken and of the highest quality, which means considering props, lighting, colour, setting, and image resolution for each shot. If this is one of your first print marketing campaigns, you don’t want any mistakes.

Don’t be afraid to use the whitespace. Not every image needs to run border to border and whitespace is a modern photography technique used to create a focus point and highlight a particular part of the page — use it sparingly.

To make your products and service shine, invest in a professional photographer. However, you can do these yourself if you prefer, but just remember to check that you have exclusive rights for everything you include if they aren’t all original images.

Accent your images: product descriptions

Your choice of photographs is key,  but don’t neglect the product descriptions. Essentially, a lookbook will feature product/service descriptions and — if you’re a start-up — perhaps a brief brand description so everyone knows what you’re about.

Not sure where to start? Quality lookbook copy must be:

·         Concise: no unnecessary words or details.

·         Informative: don’t leave your reader asking questions.

·         Interesting: grab your audience’s attention and keep it.

·         Enticing: make them want to give you their custom.

This is also a great opportunity to connect with your customers. Use professional language to convey your reliability, but try and adopt a chatty tone to come across as approachable. Try to avoid using very long words and sentences — these sound stuffy and clumsy — and keep your product descriptions between 30 and 60 words in length to avoid taking focus from your lookbook’s images.

Get in touch: details

Put your contact details on the back of your lookbook. If you’re a new company on the scene, you’re going to have to shout about where new customers can get in touch with you. Make sure you include:

·         Shop address.

·         Phone number.

·         Email address.

·         Social media addresses.

Time to print

With the design set, you can finally print your book. Have a chat to your printing specialist about the type of paper stock and finishes that might look good and ask to see a few samples to get a better idea. The worst scenario would be to put so much time, money and effort into designing the perfect lookbook, only to have it ruined by opting for a cheap paper or poor finish.

To avoid any embarrassing errors, remember to look over your work a few times before you send it off. Proofread your copy, scan photos for anomalies and verify product names and prices. After its printed, get your lookbook out to as many potential customers as you can!


For start-up companies, a lookbook is a great way to show what you’re bringing to the industry in a professional and appealing manner.