Creative Cut: Keep Catalog Sales Healthy
Consider limiting the number of products being sold on the cover. Choose three or four products for different health conditions, and give them big play.
The stock photography used looks extremely dated. Since actual lifestyle photo shoots undoubtedly aren’t part of the creative budget, consider purchasing newer and better quality stock photography.
The frantic look of the pgs. 2-3 spread misses a huge opportunity to direct the shopping experience and drive sales. It’s OK to let people browse your catalog to a certain extent, but in a product heavy, high page-count catalog, you also must provide them with a road map so they can navigate toward what they need.
The “Easy Index” isn’t so easy. It should be larger and color coded to match the category pages within the catalog, directing customers to their health concerns and turning browsers into buyers. Make sure each category has a unique color. The current treatment is confusing, as several categories, such as Digestion and Vision, use the same color.
Where’s the Deal?
This catalog offers a fabulous deal: $50 worth of FREE products after six purchases! Yet I had to actually search for it on pg. 2. And though it’s explained in detail on the order form, I had to find that on my own as well.
The upper right corner of pg. 3, arguably the choice selling spot in the catalog, should feature a product you can buy. Here, the product is hidden in the lower right corner.
Use the standard-of-authority letter to both introduce the company’s president and the doctors who endorse the products. Visually group them all together in the same box.
The interior spreads also could use a dose of design best practices. Shopping this catalog is like flipping through a phone book — all the spreads look and feel the same, and all the products carry the same visual weight.