Great Catalog Design for the Design Impaired

A large agency designed a catalog for a universally known food brand. The catalog was drop-dead gorgeous, printed on paper to die for and in beautiful color. In fact, everything was perfect, right up to the moment where the phones at the contact center were supposed to ring.

They didn’t.

I was called in to advise, but they really didn’t need an expert. Most of the pages were filled with white space, huge washes of gorgeous color or fantastic (non-product) images — everything but products for sale.