Creative Cut: Ross-Simons

Glenda Shasho Jones, president and CEO of full-service catalog agency Shasho Jones Direct in New York, points out: “Obviously, a catalog comes to you; a Web site, you go to. So it’s a little different shopping mentality.”

She notes that consumers still see print catalogs as a relaxed shopping medium, because catalogs are portable and flippable. But online shopping means a heavily targeted search by the consumer, which can be a chore. So the challenges for a Web site are rivaling the comparative luxury of a print book and delivering pages as speedily as possible to the customer’s screen. Download speed depends on the user’s Internet connection, but smaller file sizes are always a good idea.