Catalog Doctor: Sure Things
Figure 2 has a less graceful design and makes a stab at getting each copy block directly adjacent to its image. But several of the copy blocks are adjacent to more than one image, so your customers have to slow down and figure out which image the copy matches.
For example, the second copy block on the left page is positioned so it could belong to the images above, to its left or to its right. This is best solved with arrowheads pointing to the correct images, which is a clear and fairly fast-viewing solution. But the clearest copy-to-image connection on this spread is the block in the screen tint with the circle image.
- 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.
