B-to-B Insights: Catalog Curb Appeal
Cover tests show that light, bright covers tend to outperform dark ones. You can have drama in your camera angles, but be careful of having dark, moody images on your covers. You certainly want to show the form and texture of your products, but as a general rule you’ll want to avoid extremes in lighting and depth of field for cover photography.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
