How to get great catalog design at little or no cost.

By Susan McIntyre

The Phantom Designer

”Our catalog design was a disaster last year. We fired the manager who let this happen,” a cataloger said.

I murmured sympathetically as I held the merchant’s prior catalog in my hand. The design really was dreadful.

“We need you to give us an all-new design this year,” he said.

I agreed and assured him I could help. “It needs to be highly upscale, creative, really different and eye-catching — like a piece of art.” I started feeling heady. Not only would this infuse his brand with new life, but this project also was going to be fun. I already was thinking of which great designer I could work with on his catalog.