Day With A Pro - Catalog Copywriter (1,290 words)

Creating Character

The most riveting effect language has on a catalog is voice. Developing and using a catalog's personality and voice can separate it from the pack. While most readers are apt to notice an individual design or layout, voice is something harder to perceive, but it stays with them longer. From the now-defunct J. Peterman to Lands' End to newer catalogs, such as electronics retailer New Pig, a catalog's voice is a strong tie between the customer and the company.