Freshness Sells

“Am I showing my merchandise in the best possible manner?”

Like consumer catalogs, b-to-b catalog photography clearly must illustrate and explain your offerings, says Fletcher. Try showing products in use.

For example, WearGuard, a supplier of work clothing, offers insulated coveralls for those who toil in cold conditions. Rather than simply showing a picture of the item, the catalog displays a man wearing the coveralls while working in a frigid environment. Says Valentino, “The introduction of a human element is a frequently missed opportunity [for b-to-b catalogers].”