Creative Cut: Goodson Builds on Lengthy History
All the essentials appear on the front cover: name, tagline and ordering information. Goodson also uses the cover as a visual index to showcase its product selection. The distinctive grindstones are an effective design element. But they make the cover a little too busy; customers might find it hard to know what products to concentrate on.
The grid effect on the top third of the cover competes a bit with the name and brand message. So to go from good to great, I’d suggest Goodson simplify its cover concept.
Again, all the essentials are here: the main brand stories, ordering information and notes from both the owner and the tech services manager. In addition to the five main brand messages, the two letters on this spread repeat some of the same messages. They ought to be redesiged for a faster read.
The note from the tech services manager is in the hot spot on the spread. And for a company built and centered around the importance of technical expertise, this is a good touch. But this spread would improve if Goodson were to simplify its copy approach.
The visual-index idea is carried out. It’s prime real estate for catalogers, and Goodson makes good use of it to sell product. There are a few inconsistencies, however: Two products have prices, the other two don’t. One product sends you back to pg. 5. The others don’t give category references. All four products should be in the same format, in sync with one another.
Inside Back Cover & Index
There’s room for improvement here, too. As is, it’s used as a conventional additional spread. This prime real estate could be used more effectively by perhaps showcasing best-sellers, sale items or even new items. Although many companies default to using their inside back cover and other back pages for their index, Goodson takes it a step further by relocating it to the middle of the catalog.