The Copy and Product Relationship

It’s not evident at quick glance which copy goes with which product. To improve this, I recommend the following:

1. Use black type for keys (a,b,c, etc.) to tie products into copy blocks. Black is much easier to read than reverse type in color. I’d also suggest black or an easier-to-read color, such as dark blue, for lead-in lines on the copy block for the same reason.

2. Be more consistent about the placement of copy and product. Customers expect copy to be under the photos — much as they see in newspaper captions. But Hollywood Gadgets puts copy blocks above, below and to either side. The customer’s eye doesn’t know where to go.

3. Place copy in the artwork in select situations. This needs to be planned so type goes on a clean background. The effect can be powerful and especially useful with a feature item that warrants the space. — GSJ