Creative Cut: PFI = Perfect for Insiders

The black logo strongly positioned in the white space of the masthead is easy to read and includes the phone, fax and Web site information. What I thought was the tagline — “Material Handling & Storage Equipment Master Distributor,” found under the name of the catalog — actually isn’t. After purposeful scrutiny, the tagline, or perhaps more of a marketing message, is found above the product images: “Products For Industry — Your One-Stop Source for Quality Industrial Products.” This marketing message is in the smallest typeface. From a page composition standpoint, this line of text on the left-hand side of the page balances the similarly tiny date range/issue information on the right side. But if there’s an opportunity to call out the marketing message more prominently, PFI could use the positioning to its advantage.