Critique Your Catalog
Optimize your catalog creative with this 50-point checklist.
By Lois Boyle
When was the last time your catalog was thoroughly critiqued? Whether using an outside consultant or an internal team, every campaign should be reviewed to build a better-selling tool.
Many catalogers shy away from a critique for fear of negative criticism. In reality, a constructive critique should be a positive experience, not one of placing blame.
Following is a guide that can be used to explore the key components of success when reviewing your catalog creative. Before using this checklist, remember to focus on the following key questions. Does the catalog:
- Support brand differentiation?
- Grab attention?
- Quickly explain product benefits?
- Create an easy shopping environment?
With these in mind, look at your last campaign and see how well your catalog measures up.
1. Does your catalog effectively reflect what differentiates you from your competitors? Is it obvious to your reader?
2. Have you used every graphic or copy opportunity to support your merchandise concept and expertise in your category?
3. Do all of the design elements support your unique positioning in a consistent manner?
4. Is your catalog consistently presented from one campaign to another, creating brand recognition with your customers, but maintaining a fresh look?
Format and Organization
5. Have you optimized the number of pages allowing enough profitable real estate to sell your full product assortment?
6. Is the format (size and number of pages) of your catalog optimized for the most productive print run?
7. Does the format and size of your catalog fit your audience and brand?
8. Is your catalog easy to shop from, allowing your customers to quickly find the products they're interested in? Is your catalog large enough to necessitate an index or an order form?