Critique Your Catalog
- letter (if appropriate).
- special offers.
- any brand differentiators.
- special service propositions.
- table of contents or index (if appropriate).
- new products or services (if appropriate).
Pacing and Design
26. Is your catalog easy to read? Do your layouts flow, encouraging customers to browse with interest?
27. Have you varied your layouts so all spreads don't look as if they were developed from the same template?
28. Do your layouts take advantage of how the eye travels across the spread?
29. Have you created visually interesting spreads that grab the reader's attention?
30. Does photography vary in size throughout a spread creating visual interest, as opposed to every image being the same size? Do photographs flow into the page as opposed to leading the eye away?
31. Have you placed best-sellers, key price points or interesting visuals on the upper-right-hand placement on each spread (the hot spot)?
32. Is product copy and pricing information easy to find? If necessary, have you used keys to help tie products and copy together?
33. Have you used selling techniques to encourage a multiple unit sale such as bundles, "two-fors" and cross-references?
34. Have you used combinations of compelling price points within a spread or section? Have you adequately explained why a seemingly similar product is more expensive?
35. Are your products photographed and cropped as the hero without including distracting props or backgrounds?
36. Are products clearly presented with important features in focus?
37. When color is integral to the product, is it accurately represented, preventing a high return rate?
38. If photography can't tell the entire story (special features or benefits), have you used other graphic tools to help explain the product? These attention-getters might include:
- a second photograph.
- before and after shots.