Sell the Whole Story
- Consider that creative (including photography), usually represents between 10 percent and 20 percent of your overall advertising budget. When you compare that to your print and postage budgets, it doesn't amount to much. But when you realize customers are basing their decisions on a printed collection of images and copy, you realize your creative costs should be one of the first budgets scrutinized.
- Pay attention to eyeflow, and remember how the eye typically travels across a spread—from the upper right-hand corner, across the top of the spread, down the far left column, and across the bottom of the spread. The gutter is the last place the eye rests. Place photos facing into the page and either above or facing the copy.
Also, pay attention to the way gravity pulls the eye down. If you place an
attention-grabber in the middle of the page, the eye will tend to journey further down the page from that point.
Get the Picture
So, how do you make your products sell off the page? Use photography as a foundation and build around it.
- Getting an appropriate photograph is not as easy as snapping a Polaroid. Give careful thought to each shot. Show the product in a suitable situation. Highlight features, benefits and other necessary aspects.
- Define the product and its position in the overall merchandise concept. Why has the merchandiser chosen that item? What are its unique features? Ask the merchandiser to communicate to the rest of the creative team this product's "reason for being." If your key employees don't understand why the product is in the catalog, your customers surely won't.
Artists need ample time to familiarize themselves with products, even though production schedules and other complications can make that difficult. The artist should become intimately involved with the product as early as possible, allowing necessary time to present the product in the best light by understanding exactly what makes the product unique. Giving advance notice ensures that photos will be taken accurately and effectively, with necessary attention placed on the most important and unique features and benefits.