Creative: Develop Solid Catalog Creative Through Open Communication

¥ Inform creative with a solid merchandising analysis. All creative decisions should not be based solely on a designer’s personal opinion of aesthetics, but on sales facts, notes Syverson. Which catalog creative has generated sales in the past, and which haven’t? The first step toward better creative is keeping designers up-to-date on sales figures, so as not to repeat past mistakes, she says.