Meet Your Buyers

• Write layered spread headlines, group heads, product heads and product subheads, so even glancers will absorb a clear, compelling message.

Design by Deletion

“I much prefer this layout,” the cataloger told me.
“Why!?” I asked. “It has way too much white space. And the headlines are way too small.”
“Of course,” the cataloger said.
“And it’s totally boring. Every page looks the same. So why on earth do you like it?”
“It’s ‘clean.’”