A Redesign Revitalizes Alsto's

Alsto's also wanted to make the catalog more inviting and easier to read, so the redesign included clearer copy and better product presentation. For example, copy was written to be more active and benefit-driven. And if a photo didn't capture a product's features and benefits, then callouts or similar designs were employed. Says Jacobsohn, "[Callouts are] not always pretty, but we're into selling and being as straightforward as absolutely possible." Interestingly, this approach also resulted in reduced returns, Jacobsohn notes.