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

By Susan McIntyre

Using rejected ideas can be a real time- and money-saver. Just be sure the rejected ideas are good ones. We once commissioned a designer to do extensive research on typography. The client was a well-funded cataloger who likes to freshen her catalog’s look every few years. This particular year she wanted to update all her typography. After studying many sample pages we’d mocked up with various font choices, she selected her favorite. Among the rejects was one she thought was too funky for her brand.