Catalog Creative: Common Problems Evident at ACCM Critiques

3. Reader comprehension. This suffers terribly with the overuse of reverse and color type, hard-to-read fonts and all capital letters, wide columns and a plethora of other treatments that diminish readability.

Glenda Shasho/Jones is president of Shasho/Jones Direct, a catalog marketing agency. You can reach her at Glenda@sjdirect.com .