Catalog Creative: How to Make it Work

3. Mix up your artwork. Several techniques that Cumming said have proven to be effective include before/after shots; consistent mix of black and white vs. color throughout; combination of archival shots and contributing shots from the present time and third party partnering.

4. Take your customers on a journey. Go to different and exciting areas for your photo shoots to make use of atmospheric photography. Cumming showed attendees his company’s catalogs for the David Jones retail clothier in Australia that was shot in Rome and Dublin in consecutive years, as an example.