The Catalog Doctor: Profit Prescriptions for Product Density

When Maximum Density Works

Problem: “I want to go for the maximum possible density. When can I get away with breaking the design rules and cramming in every product possible?”

Doctor’s Remedy: Are you selling to enthusiasts? Enthusiast catalogs often aren’t up against a lot of competitors with deep pockets and fancy marketing techniques. In fact, they may be the only source for sought-after products, so audiences often will pore over every page. Such audiences don’t need eye flow aids to help lift flagging attention, so catalog design rules can be broken. Historic Rail is a great example of an enthusiast’s catalog with maximum density. This catalog has 14 to 18 products on most pages: That’s 28 to 36 or more per spread, yet with plenty of selling copy and photos.