WearGuard - B-to-B with a Consumer Twist (2007 words)

Good photography is key to illustrating those product benefits. "We go to great lengths to show the products in real working conditions, thus underscoring our authority position in the marketplace," Abrams says.

For example, she notes, some catalog product photographs are shown in extreme conditions — particularly the outerwear. "This relays to the reader that if WearGuard outerwear will keep them warm and dry in the extreme conditions we show, then they know it will work for them [under less severe conditions]."