Catalog Doctor: Sure Things
Counting copy blocks backward, the last block on the left page must go with the big image at the top of the right page. Since it's impossible to find this copy unconsciously, the designer had to add an "E" to both the image and copy. Adding letters is very common and understood by readers, but it's never intuitive, and it's never fast. It adds time and work for your already harried customers. Why do that when you could make their lives easier ?and pleasant?
- 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.
