Web Exclusive: More on Green Mountain
The use of a color band works as a design tool when it ties in copy and photo for a quick read for the customer. But on pg. 45, the vertical color band actually confuses the issue. It contains a headline for cocoa, cookies and coffee, but the photo is for marshmallows, which are sold on the opposite page. More confusion: The copy beneath the marshmallows is the Winter Essentials Gift (photographed in the right-hand corner). The copy beneath Winter Essentials is for a mug. Direct mail ordering is to be quick and hassle free, not a puzzle.
There are numerous examples throughout this catalog where the art and copy aren’t together, forcing the reader to hunt. It appears that the designer is designing from a sense of space — but not with a sense of the products or how to communicate the stories clearly to the consumer.
The Coffee of the Month Tour, on pg. 40, could be stronger in its execution. Here’s a case where I think the merchandising and marketing arm should be working closer with the designer. It’s easy to ignore this spread because it’s not clear exactly what’s being sold. Adding a calendar to underline that this is a monthly gift would aid in communicating the promotion.
Price-wise, bundling is a great incentive for multiple purchasing, and its use is perfect in the coffee by the pound section. But there appears to be some confusion on “if purchased separately” pricing and the bundling of those items. For instance, on pg. 27, dark roast signature coffee trio adds up to $20.67 if purchased separately, but in the sampler they’re $24.95. That misalignment also appears on pg. 31 with the Kenya AA, Estate Java and Guatemalan Finca Dos Marias. The total is $25.87 if purchased separately, but bundled for $25.95.