Differences Defined

2. Personalized printing entails seamlessly integrating specific details, such as the recipient’s name and/or address, into the actual copy of your catalog. This usually is seen on the front and back covers of catalogs.

For example, in a recent campaign, the NFL Shop catalog put the recipient’s last name on a football jersey pictured on the back cover (right). You also can put the recipient’s name in a headline (see Blair Shoppe cover, pg. 31), as well as in body copy, thus capturing his or her attention.