Catalog Doctor: A Pep Up Prescription

Also, I’ve never seen copying really done well, anyway. It’s almost always done superficially without an understanding of the foundation. Rather than copy, study catalog principles and do a better job of building your own, unique brand.

7. Are you exercising basic catalog creative principals?
For your personal health, drink plenty of fluids, exercise, eat smart. For your catalog creative’s health, I recommend the following:
• use readable typefaces in a not-too-small font;
• make it very easy to find the copy that goes with each image;
• have a “hero” product on each spread to grab the eye;
• design for good eyeflow so the reader sees the entire spread; and
• be sure your copy has features and benefits (if your products are functional, use benefit headlines).