Creative Cut: Green Mountain Sticks to its Green Word

Also, the statement that “both are Fair Trade Certified” loses its impact, as the explanation of what that means isn’t until pg. 9. It’s easy to slip past without understanding the impact of the term.

Recommendations for a stronger opening spread:
■ redesign the two pages to work as a unified spread;
■ simplify ordering by connecting visual with selling text on the same page;
■ refer readers to the Fair Trade explanation on pg. 9;
■ delete graphic and story “What’s this?” and introduce it on the page where it’s used with merchandise;
■ sell what’s shown, or at least state what’s not shown, such as Silver Celebration coffee; and
■ add a table of contents for easier catalog navigation.