What’s Your Merchandising Vision

4. Create a mood. At Goose-berry Patch, Plotnick-Snay says, “We try to create a feeling on every page. We watercolor each product image [instead of using photography], which creates a certain sense visually within the catalog. Internally we sometimes give each product grouping a headline like ‘Grandma’s Kitchen’ or ‘Retro Harvest.’ Sometimes that’s carried over into the actual catalog, sometimes it’s not. But it helps us have an image in our minds as we’re writing and designing for that group of products.”