How to handle your catalog’s midlife crisis

By Sarah Fletcher

• Or is it for a new customer who — and we need to be honest with ourselves here — would never be attracted to the old you?

If you’re designing for the customer you already have, do some tweaking to get where you want to be. Be guided by the old saying, “Less is more.”

If you want to appeal to a different customer, you’ll need more radical changes. Letting go is hard; you should talk to your marketing people, because they may not be ready to give up your old customers even if you are. Evolution is often more successful than revolution.