Catalog Doctor: A Pep Up Prescription

So, In Essence

Watch your colors and your lighting. Keep on top of your design’s proportion and balance, your copy’s tone and rhythm.

You can generate “happy” if you’re upscale, midscale or downscale — or with moody or high-key lighting, short or long copy, high or low density. If your users can come away with a smile and lighter heart, you’ll have higher response rates. «