Catalog Doctor: Good Readability Makes a Healthy Catalog
The end result is that serif body copy tends to get higher recognition of key words and phrases than sans-serif during quick skimming. More word/phrase recognition means more chances for customers to become interested in something on the page. When they become interested, it's more likely they'll read the copy for a given product, which makes it more likely they'll buy.
- 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.
