Catalogs Streamline the Print Workflow
Four catalog art and production pros share their triumphs and challenges.
Janet Matz
art director, The Baker’s Catalogue
Norwich, Vt.
Merchandise: professional quality baking ingredients and equipment
www.kingarthurflour.com
Catalog Success: How have you been able to optimize the front of your workflow? What’s been the most important technology you’ve utilized to streamline the content-creation process?
Matz: Virtually all of our photography anymore is digital. It’s really most impressive when you’re in the studio, when you’re art-directing the shots, and you see them in front of you, instantly, on the screen. If something’s not working with the shot, you have the opportunity to make an adjustment right then and there.
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