Creative & Copywriting: 5 Cost-Cutting Danger Zones

Cramming too much on a spread also makes your catalog a flat, gray crush of too much copy and too small images. You have a Web site — use that cheap Web space to sell underperformers. A dynamic catalog with heroes on each spread and no junk is
more appealing.

3. Tantalizing Gatefolds
When trying to reduce a catalog by less than a full signature, it’s tempting to try the gatefold — a doubled-over page that creates a full-page flap to the inside. Your printer can do it, so why not, right? Well, one of my painting mentors gave me great advice that’s relevant here: Just because you can, doesn’t mean you should.