Critique Your Catalog
- an in-use shot.
- special offer violators.
- copy violators.
39. Does your catalog use color to help define your brand? Have you used color to organize your layouts or draw attention to special messages?
40. Do the photo backgrounds use a consistent color palette appropriate to your brand and the product presented?
41. Are product headlines, item numbers and prices easy to find?
42. Are your copy and headlines presented in fonts, sizes, leading and line lengths that allow for easy reading?
43. Have you limited, or eliminated, your use of hard-to-read type (e.g. reverse type, all caps, italics and copy that's centered, justified right or placed over a photograph)?
44. Does the overall copy support your brand differentiation with authority, inspiring the reader to purchase?
45. Does all editorial content focus on brand differentiation that's relevant to the consumer, not your company?
46. Have you used appropriate spread headlines that pull the reader into the catalog while explaining the spread concept?
47. Have you used product headlines that clearly state the primary benefits of the item?
48. Does body copy quickly support product benefits by offering enough feature information for the reader to make an educated purchase?
49. How accurate is your technical information? Does it provide correct item numbers, options, sizes and dimensions, pricing or other information needed to fulfill the order?
50. Does every spread include easy-to-find, service information such as toll-free numbers, Web address and page numbers?
How well did your catalog stack up? Is it possible that your catalog creative is depressing sales?
Remember: Your catalog is a powerful direct marketing vehicle, and for some, it may be the only intrusive tool you have to present your merchandise! Don't squander your pages away with a less-than-perfect presentation.