How to Waste Your Marketing Dollars

How can you identify such quirks in yourself? Make a short list of the things you feel very strongly about in your catalog’s creative presentation. Those are precisely the things about which you’re most likely to be wrong and the areas in which you’re most likely to do damage.

For example, a cataloger I know changed agencies every couple years, because the owner was convinced that sales depended on how perfectly neutral the color of its stainless steel products were printed in the book. I assured this cataloger that I could achieve perfect color neutrality, which I did by photographing and separating the stainless steel products totally in black and white. The final printed images contained no magenta, cyan or yellow dot.