Catalog Doctor: The Lost Art of Effective Cataloging
4. Strive for High Readability
Use highly readable fonts and font treatments. Avoid poor readability: e.g., type over textures; fonts too small for your audience to read; italics reversed from a color; gray type; etc. (For more details on readability, check out "Good Readability Makes a Healthy Catalog" in the May 2010 issue of Retail Online Integration.)
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.