Catalog Doctor: Good Readability Makes a Healthy Catalog
Young designers will bring up recent readability studies showing sans-serif type winning. But those are for computer screens, not print-on-paper. Print renders type differently than a computer screen. Sans-serif type renders better than serif on a computer because all the little points (serifs) can mush up in pixels. Serifs are more crisp in print. Just because you found sans-serif type works better on your website doesn't mean you should print it in your catalog.
- Companies:
- McIntyre Direct
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
