Creative Cut

• Redesign pgs. 2 and 3 into a hard-working spread;
• eliminate the table of contents;
• edit the designer’s letter to be a quicker read;
• add a customer guarantee; and
• rewrite custom engraving plug in a direct mail style.

Ending Spread
In another hot spot, this spread is well-merchandised in regards to product density, and the page header “Literary Calligraphy Classics” addresses the type of products featured. However, each product headline is not only set in caps, but also bold and quotes. Copy and art are competing for attention as opposed to working together. Pacing is disturbed because eye flow is interrupted. The reader is tempted to just turn the page.