Creative: Develop Solid Catalog Creative Through Open Communication
¥ Tell the creative team why each item is in the catalog. Determine what makes the products in your catalog worthy of inclusion, Syverson says. Your merchandisers see thousands of products, so each product that makes it into the catalog has a reason for being there. Tell the creative teams what’s buzzworthy about each item, she says. These data can prove valuable to copywriters, photographers and designers.
Syverson provides the example of a book. If you’re selling a book written by a well-known author, perhaps the author’s name should be featured prominently. If there’s a significant passage in the book, an excerpt might prove to be an effective selling tool. Consider photographing the book open rather than closed. All relevant product data should be given to the designer so it’s explicitly revealed to the customer on the catalog page, says Syverson.
To contact Syverson e-mail her at firstname.lastname@example.org.