The Catalog Doctor Marketing Remedies for Multichannel Pro
Problem: "Back when we shot film, all our shots were sharp. Now that we've switched to all-digital, our shots all look 'soft' or 'unfocused.' Do I have to give up sharp, crisp images?"
The Doctor's Remedy: No, you don't. But you do have to take steps to regain sharpness in your digital imaging process. Research has shown that the human eye doesn't just passively capture an image on the rods and cones of the retina — our brains actually enhance the retina's images by elevating all contrast differences. And that's exactly what the strangely named "unsharp masking" function does in PhotoShop and other digital image processing programs.
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.
