Connect With Your Audience

Magellan’s makes the buying experience simpler by utilizing clear readability standards. “We know our demographics,” says Staneff. “They’d rather not deal with eight-point type, as tempting as it might be to squeeze just one more product on a spread.”

To be sure, your catalog may not need the adventurous prose of J. Peterman, the upscale look of Neiman Marcus or the clever covers of Lands’ End. But it does need to connect with your customers. Decide what makes your products unique and how that translates to real human experiences for your audience.