Separating Yourself From the Competition

Specifically, Schmidt points out such rule-breaking as running print over backgrounds so the type is hard to read, using a hard-to-read typeface, choosing uncoated paper and placing so many elements on a page that it is difficult to focus. He elaborates on the use of space, saying specifically that much of it is devoted to non-selling, such as calendars, menus and the customer snap shot page. But, he says, the step outside the norm gives them a catalog that’s innovative.