Front cover
Before: • The main image is good, a cheerful and engaging child with eye contact - just about!
• The logo is strong and a best-selling product is also shown.
• However, the outline typeface chosen is not the most legible and is more suitable for children than adults.
• All the copy is the same size, so there is no visual hierarchy – what is the most important message?
After: • The main image shows a group of happy children, with eye contact. They are clearly enthusiastic and dancing to one of the CDs – the end-user benefit for the teacher.
• The logo is smaller, but still clear and is controlled in a panel.
• The new tagline is associated with the logo, rather than being miles away at the base of the front cover.
• The headline refers to a key new product, which is illustrated below.
• There are three smaller images of products, with page references to help get the reader inside the catalogue.
• The two lines at the base say what the products are, and give the ways to order.
The visual hierarchy means that while there are quite a lot of elements on the page, your eye is drawn to the elements in a specific and planned order.
The new front cover is clean, well-organised and is more suitable for a professional niche market.
Fun but childish continues on page 8
Fun but professional
TADESIGN catalogue creativity Catalogue design that’s stylish and effective
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ecmod DIRECT COMMERCE YEAR BOOK 2011 7
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