Creative: Keep Catalog Design Fresh and Engaging

¥ Stay in touch with the products. While your creative staff may be able to design and write your catalog with just specification sheets, they’ll be able to discover much more about the products if they actually touch and use them, notes the author.

¥ Make friends with merchandisers. If you’re working on your next catalog design and are stumped for new ideas “talk with the merchandising people who chose these items for the catalog,” suggests Jones. What sets these products apart from others the merchandisers didn’t choose? It also may be helpful for creative staff to accompany merchandisers on buying trips, so they get the added benefits of hearing about products from the vendors who sell them, she adds.