Web Exclusive: More on Green Mountain
One of the strongest criticisms I have of this catalog is the styling. Good styling really can help sell a product. By adding just the right props the stylist can suggest a product’s intended use or its size. The stylist can showcase product features by placing it on just the right reflective or mat surface. The crates, samplers and baskets all could be improved in more emotional lifestyle shots.
Some examples of styling problems in this catalog:
$ On pg. 4, the size of the baked bread overwhelms the package. Baking the bread in two small loaf tins might have made for a more appealing photo. Also, the package looks dingy. It’s a brown paper bag with a label — easy to recreate just for the photo.
$ On pg. 5, the Coffee and Donuts Gift Box black filler camouflages the stainless steel donut cutter.
$ On pg. 43, it’s difficult to separate the Ann Clark Gingerbread Cookie Mix product from its props and the surface top.
$ World Music Bag inset on pg. 42 should be a cleaner representation of the product; not a different crop of the main shot. The images of the two chairs in two sizes look unprofessional.
$ Also on pg. 42, the child model, though a bit disheveled, is charming if not for the worn off dark nail polish. The Band-Aid on her finger isn’t a pleasant sight and could make the reader wonder about the safety issue of the toy.
Overall, this catalog is a beautiful, smart representation. Its mission is obvious. But even greats could benefit from some well-executed tweaks.
* * * For the published half of the story, see “Mountain Sticks to its Green Word” in the April issue of Catalog Success.
Sandra Cooper is vice president, creative/account services at Marke Communications, a full service direct marketing agency. She works in partnership with a client and an account team to analyze issues and execute creative solutions backed by a solid marketing strategy. You can reach her at (212) 201-0618 or email@example.com.