Catalog Doctor: Sure Things
Ideally, once a photo catches users' eyes, their eyes should go to the right copy so instantly, so intuitively, that no one notices the process. Look at the illustrations here, for example.
In Figure 1, the images are massed together in two spaces, and the copy is massed together in its own space. Say viewers like the big image at the top right, where will they intuitively look for its copy? Immediately below the image. But they won't find it because there are three images on that page but only two copy blocks.
- 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.
