Does your catalog need a ‘pretty’ prescription? Maybe not.

By Susan McIntyre

Over the years, seeing hundreds of catalogs and lots of tests and results, I’ve formed these three copy and design principles:
1. Clarity first: includes eye flow, scannability, unambiguous writing.
2. Benefits second: these are promos and your unique selling proposition.
3. Brand third: covers voice, look, photo style, fonts and color palette.