Creative Cut: Nautical Cataloger Doesn’t Sail Deep Enough Into the Water

Creating wants out of needs may be a cataloger’s biggest challenge. Bluewater has a great deal of product that its probably need, but there are several ways to create the shopping “wants.”

Infuse the book with the allure of the sea. For a nautical products catalog, Bluewater’s creative presentation seems to lack the power of the waves, the sea breezes and the gut feel of being out on the water. Consider using large lifestyle photos to capture that feeling. Use these on breaker spreads to introduce new categories and to break up the monotony of the book.