By Glenda Shasho Jones
What's the best way to boost your catalog's response rate? Create a more effective catalog cover. Indeed, it may be your best chance to improve performance.
After all, your cover certainly is your most valuable page. An effective cover can mean the difference between your catalog being tossed or getting read.
Are you not capturing customers because they don't recognize your company or can't see your logo at a glance? What if they can't tell what you sell? Or what if they're not interested in the product they see on your catalog's cover? Are you giving them enough information to motivate them to go inside?
Creating an effective cover entails a thoughtful combination of techniques such as logo design, type selection and photography treatment. It's also derived from the strategic application of key concepts, including relevance, emotion, drama and differentiation. In short, your covers must work hard at getting people interested.
A number of catalogers usually do a great job with their covers. There's not enough space for all my favorites here, but I've pulled together a selection of effective covers that are good examples for all of us.