Catalog Doctor: A Pep Up Prescription

That’s all well and good. But if your covers are too much alike from issue to issue, your catalogs start looking like remails — even if they’re not! The result? Some customers won’t open enough issues, which lowers response.

My Prescription

When you design a season’s worth of front covers, pin them up in a row; then stand across the room and look at them from a distance. Do they look distinctly different from each other? Think about the various aspects:
• colors;
• camera angles;
• sizing and crop of the product;
• positioning of the messages.