Chronicles: Test Your Way to a Winning Catalog Cover

Test models with your catalog’s food. You might be a rule-breaker, and sales may soar. But please test first.

Following are other times when you should avoid using models in your catalog.

You sell very small products. When the model dwarfs the product, a photo just doesn’t work.

Your audience is too broad in age or demographic range. Here’s what shoppers think as they peruse catalogs: “I’m much older than that model, so that blouse is wrong for me.” Or: “That’s not the stereo system for me, because it’s for young, hip guys like that one in the photo who listens to rock, whereas I’m old and listen to classical.”