Catalog Doctor: Sure Things
Printing Them in Your Catalog
Be sure testimonials look different from product copy, but don't let them compete with products. If product copy uses a serif font, for example, switch to a lower-readability sans for testimonials. Or, try a screen tint with lower contrast, which reduces readability a bit vs. your product copy. Susan J. McIntyre is founder and chief strategist of catalog marketing and consulting firm McIntyre Direct (susan@mcintyredirect.com).
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
