Creative Cut: The Organized Bird Gets the Customer

• Dramatize the photography itself. Photograph a product with a more dramatic lighting or angle.

Give readers more information — faster! When there’s a lot of similar merchandise on a spread or in a catalog, it’s helpful to place the product name or differentiating point right in the artwork. Telling readers what’s being sold while they’re scanning the photography actually helps them shop. If it’s a value story, call out the price. People don’t like to work. If important information isn’t immediately apparent, they’ll pass up products in which they might otherwise have been interested.