challah connection pub

Catalog Critiques

disrupt delight drive

catalogsAn amazing advertising tactic

Basic Human Truths

The brain craves EASE & ORDER

Catalog implications:• Eliminate the unnecessary so the

necessary can shine. • Don’t overwhelm. Simplify

everything.

Humans have limited attention

Catalog implications:• Strongly express brand - don’t be shy!• You only have 2-3 seconds to save yourself from the

recycling bin• Improve readership by 67% with compelling pacing • Make offers clear and easy to understand

Humans are VISUAL

Catalog implications:• Design for natural eye-flow• Edit copy to be scan-able. • Provide visual resting places; design and imagery• Create good pacing to ward off visual fatigue• Show product being used in environments

Humans respond to EMOTION

Catalog implications:• Don’t just sell your products—sell your brand story • Give them something aspirational to believe in• Create thematic spreads that will resonate• Infuse your messaging with engaging character

Humans are attracted to BEAUTY

Catalog implication:• Functionality can be beautiful! • Design matters. People react to good (or bad)

design before anything else.• First impressions are everything. Judgments are

made within the first 7 seconds.

Key takeaways:• Match the catalog’s aesthetic with the audience• Add emotional component to presentation• Drive them online! • Create a newsworthy presentation on the cover,

back cover and opening spread.• Use activating messaging in headlines• Format product copy to be scan-able • Win at the mailbox with impactful imagery • Express brand story and origin of product

Questions?

Got ideas?neals@jschmid.com