challah connection pub
TRANSCRIPT
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?
