Print Catalogs & Web Working Together (1,425 words)

Although the design of this catalog is impressive, there are a few minor areas that could be improved. First, it has no order form. While this is in keeping with the online-ordering focus of the catalog, Trollinger believes that a form providing the consumer with a "telephone or Web order organizer" may increase the consumer's comfort with this non-conventional system. In addition, Dell uses clever icons throughout the catalog—stocking stuffer, "race horse" and "work horse" tags. But the icons were not employed to their fullest potential. The stocking stuffer icon is displayed only on the inside spread; we expected it to show us gift ideas throughout the catalog. The "race horse" and "work horse" icons, describing a fast system and a durable system, are used in an inside spread, but the terms were never fully explained.