Views > catalogue review


The National Childbirth Trust (NCT) is a respected charity, so it should do more to shout about it in its catalogue.


All for a good cause T


he NCT, also known as the National Childbirth Trust, is the


UK’s leading charity for parents. Its catalogue is designed to be a useful source of products for parents-to-be and new mothers and fathers.


There are a number of similar catalogues,


carrying comparable product lines that are aimed at this captive audience readying themselves for a life-changing experience, but the NCT has the advantage of its charity status and the positive reputation associated with its prenatal support classes and advice services. On the whole, I think the catalogue is


good—the colours, fonts and style deliver an effective design—but I can’t help feel that it’s missing a trick by not communicating a number of core messages more prominently. A few simple adjustments could have a big impact and should help convert sales. The focus through the catalogue, although


mainly on products, should also be on the catalogue’s key point of difference in this competitive market. Not only are people buying great products from a trusted source, but they also have the added benefit of knowing that they are contributing to a good cause that helps parents nationwide. The charity message should be delivered right from the start on the cover and reinforced on product pages. The other main issue is product density. If this cannot be resolved with extra pages or a reduction in products, then it is crucial to ensure the layouts are structured neatly and clearly to avoid a crammed-in look. Reducing the length of copy throughout would help provide some much needed breathing space.


First impressions The front cover of a catalogue is absolutely


vital in delivering impact, so it is important to get the hierarchy and balance of information across to the consumer, delivering important messages from the beginning—starting with “who you are”. The NCT logo on the cover is well positioned at the top of the page and a good size, however, it lacks impact as there is no explanation of what NCT stands for. As a charitable organisation this is a key message. The cover is there to grab attention, to


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engage, to entice the consumer to look further. A strip at the bottom of the page gives the telephone number and the web address, but a message such as “your purchases make a difference” or a “for more information on NCT visit www.nctshop.co.uk” may be a better use of the space.


Catalogue e-business www.catalog-biz.com


More emphasis on its charity status will help NCT raise its profile, and potentially raise funds.


I’m assuming the dark green on the cover is


NCT’s corporate colour, but perhaps a full- page lifestyle shot would have worked better, particularly if it focused on one of the best- selling products and conveyed a message of how that product could improve the customer’s day- to-day life. The simpler the cover and messages on it, the more impactful it tends to be. The smaller images work hard to convey


product range, but I feel they should be limited to three. Also, they would work better underneath the main image so as not to distract from the first impact message. Further, NCT could get away with making


the edition’s title much smaller and less prominent on the page. A selling message like “Autumn/Winter 2010 Shopping Solutions for Parent and Baby” could work better than the existing statements on the cover. The free delivery message is good and works


well in a contrasting colour. It needs to sit bottom right ideally, as this message should be conveyed after the consumer understands who you are and what you are selling.


The early pages The main green colour used is fresh and


complements the colour range selected for the product sections. The fonts used are clear, modern and easy to read.


By Catherine Leigh


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