The 10 Biggest Mistakes in Merchandise Presentation

And by the way, the more a catalog tries to show it all, the more diluted the presentation.

Mistake No. 10: Inadequate or Inappropriate Copy

While a picture is worth 1,000 words, we still need vocabulary to communicate what photography can’t. There are a lot of missed opportunities and mistakes:

1. “Fluff” copy: Wordiness and overuse of non-related copy is often perceived by readers as a “waste of time.” Except in isolated situations, it’s not the romance or stimulation intended by the cataloger.