Apply the Rules You Already Know

Create Good Eyeflow. When consumers read a catalog spread, we know that they start in the upper right corner, cross over to the left outside edge, then follow a diagonal line down to the right bottom corner and off the page. This has been tested many times. So, the upper right of every spread is a coveted position that is leveraged with the best sellers, highest-margin items, and so on. And we also make this item a “hero” by making it larger, giving it call-outs, adding graphical elements or using other techniques. This grabs consumers’ attention and draws them into the spread.