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CATALOGUE & PRINT ☛ WEB VERSION: Click Here


memorable experiences. We learn to read and write with paper, we are gifted presents wrapped with paper, and we cherish books in our homes. And authenticity because done well it sets a brand apart from those who don’t have the resources to be able to extol the virtues of their brand in a more formalised manner.


Print is hard - and that’s the point. But having invested so much time, effort and money into creating something, so often the end product is let down by the finer details. When we pick up a catalogue we make immediate decisions about the brand, its appeal and its trustworthiness. Great product, inspiring imagery and tight copy help to create intrigue, allure and perhaps aspiration. An offer often draws us in, giving the


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sense of an opportunity for a bargain or maybe an excuse to validify an irrational decision. Personalisation can build the feeling of an individual relationship.


All good so far, but what damage does the sense of substandard do? Imagery that looks flat and boring, paper that feels unnecessarily cheap, products whose colour you can’t trust, f lesh tones that look weird, binding that won’t let you open the catalogue properly. All of these problems say one thing, and that thing is not only eroding your investment but also damaging the perception of your brand.


These things are easy to fix, and even easier to avoid. More often than not the solution isn’t adding cost, it is knowing what’s causing the problem


and finding a way around it. Knowledge, experience and time are often in short supply when it comes to looking after print production but they are invaluable when it comes to getting the biggest bang for your buck.


In a hyper competitive retail environment being able to stand out is vital. So review your formats, check your colour accuracy, investigate alternative materials, develop effective environmental messaging and spend some time really looking into what works for your competitors. After all, if you’re going to invest the time and money to produce and mail a catalogue then best make it count.


Because people do read the fine print.


Direct Commerce | homeofdirectcommerce.com


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