Catalog Creative: Common Problems Evident at ACCM Critiques

The critiques at the ACCM’s roundtables and medical center in Boston last week that I took part in had some clear themes. The biggest creative challenges that surfaced this year seem to center around common areas.

1. Brand Identity. This, I concluded from giving these critiques, is a growing concern, as more catalogers realize that strengthening brand translates into sales. Goals include communicating a distinct personality and look as it relates to a “unique” positioning. Multichannel interpretation of brand is also top of mind.

2. Organization. This continues to be an ongoing challenge, especially with smaller catalogers that often have less experienced talent that just doesn’t know how or the importance of organizing in a catalog environment. Since it’s a key factor in readability and pacing, organization can make a big difference in performance.

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 .