continued from page 1 Product Spread
Before: • Really good pictures of children. • Very positive testimonials. • However, lots of different typography styles give an over- busy and non-expert feel.
• There are no SKUs – the code and price are only in the roundel.
• Too many exclamation marks can seem forced. • There are strange, triangular marks on the edges of the pages, which don’t add to the design.
After: • The introductory non-product copy emphasises the benefits of the products for the teachers and children.
• We use colour and design to gently bring out the various elements in the spread, such as cross-sell panels.
• The products are rephotographed to show them in real cases. • We introduce a proper product SKU. • The logo and tagline is on every spread for some brand presence.
• The base of the left-hand page gives a benefit, rather than just repeating the order details on the right-hand page.
Clean and coherant
Busy and unfocused
The whole feel of the spread has a more adult perspective. The product pictures provide enough clear evidence as to what the products are for.
Back cover
Before: • Another good image of a child. • However, there are a lot of elements on the back cover, and no brand benefits.
After: • We focus on one best-seller product. • We include a customer testimonial and a cross-sell panel.
• We add a panel about the brand, particularly for prospects.
• We put the laser address panel on the back cover, to reduce costs.
A good introduction
Conclusion The result was a significant repositioning of the company. Director Steve Butler was generous in his assessment: “
...can I just say thanks very much again for the great opportunity of having our catalogue designed. It has been a splendid learning experience, and we are very delighted with the end result. Can I also congratulate you on the culture of friendliness and courtesy at TA Design.” Steve Butler, Director, Sticky Kids
No brand benefits
STOP PRESS FREE catalogue makeover
James L. Clarke is Direct Marketing Consultant & Copywriter with design agency TA Design.
8
Tony Adams, the Creative Director of TA Design, is delighted to announce that the Catalogue Makeover Competition is running again in 2011.
Look out for information in CatEx newsletters, or visit
www.tadesign.co.uk
ecmod DIRECT COMMERCE YEAR BOOK 2011
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