Alternative Catalog Formats to Test (1,467 words)

• Offer

• List (segment being mailed)

• Creative presentation (design, layout, photography, typography and use of color and white space)

• Format

If format is indeed a key response factor, then we need to give it more than a cursory review.

Key word to catalogers: "Differentiation"

Setting your catalog apart from the competition is the goal of every catalog manager, designer or creative team. Size of the book, shape, number of pages, type of cover, binding and printing and density of the layouts all are part of the overall ambiance or "persona" that makes up a catalog's ultimate format.