Connect With Your Audience

Borrowing from Web design principles, print catalog design is about making all the tasks required to buy as simple and intuitive as possible. An integral part of making this experience easier is cross-selling. “Let’s say you’re selling bed sheets,” says catalog designer Schmutz. “Rather than have small shots of the fitted sheet and pillow, showing them independently of one another, it’s better to have the shot be in a bedroom setting where you not only have the sheets and pillows, but you now show the duvet, bedskirt and shams on the bed.”