Creative Cut: PFI = Perfect for Insiders

Opening Spreads
The first two spreads of the catalog have a strong red border and showcase new products. The balance of the catalog is paginated in alphabetical order by merchandise category. This sequencing is familiar for B-to-B catalogers.

The layout throughout the catalog is dense but not visually cluttered. For instance, dense pages typically connote a wide variety of selection and/or prices. The page layouts use white space giving the eye a rest. The black perimeter rule around the merchandise is defining, but not restricting. Product placement takes advantage of the upper right-hand corner, and products lead the eye into the page and its own copy block.