Catalog Doctor: Strike the Right Beauty/Clarity Balance
Does your catalog need a ‘pretty’ prescription? Maybe not.
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5. See what other beautiful designs are “happening.”
Look at high-end architecture, fashion, cars, furniture, ads and magazines. There are timeless elements in beauty. But beauty isn’t a timeless standard that stands still; it changes with the times. Combine inspirations from the past with inspirations from today to create a work of art that sells.
Susan J. McIntyre is president of McIntyre Direct, a full-service catalog creative agency and consulting firm based in Portland, Ore. You can reach her at (503) 286-1400 or email@example.com.
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