Analysis of the Catalogue Design of Auction Houses—Taking Yongle Auction as an Example

Abstract

With the development of the art market, the competition in the auction industry has become increasingly fierce. It has evolved from competition in local areas such as auctions, customers, and prices to competition in corporate brand image. Auction catalog design is one of the most important areas of brand image competition for auction houses and the most important competitive means for auction houses to promote themselves externally. This article takes Beijing Yongle International Auction Co., Ltd. as an example to explore how auction houses shape their brand image through auction catalogs. At the same time, it explores the design and production of auction houses' catalogs, as well as their important historical value and cultural relic research value.