Creative Cut: The Organized Bird Gets the Customer
The Duncraft name is synonymous with amazing products for bird enthusiasts. It already does a good job but, like many catalogers, taking a step from good to great can lead to better presentation and increased sales.
There’s very little that can compete with a dramatic and emotionally relevant front cover. Duncraft understands this and knows its customers will be drawn in by the beautiful wildlife bird shot. The overall composition is appealing, featuring a strong and prominent masthead and a supportive tagline. In this case, the tagline is above the logo instead of below, where it would be expected. Nevertheless, it works, because the selected type size and style of the tagline allow it to be read secondary to the name of the catalog.
The other information on the front cover could be harder working. The line “Gifts of Nature for the Holidays” is redundant to the tagline: “Living with Nature.” Instead, how about saying there are 100 new products inside? Or 50 great gifts under $50? Also, instead of “line-listing” the product categories and pages they appear on, try placing small inset shots that represent the categories inside the catalog.
Content — The cover gets the catalog opened, then pgs. 2 and 3 are challenged with accomplishing a few things. In addition to providing excitement and a sense of the product inside the catalog, the first spread should give the reader confidence. This is especially important for prospects, who will be better positioned to buy if they feel they’re dealing with an authoritative, professional company.
Confidence can be built by providing helpful information. While Duncraft includes its guarantee, the left-hand column also should include order and delivery information. Many catalogers use this space to emphasize online buying.
It would be nice to lead this helpful information with a friendly greeting that succinctly and warmly communicates the catalog’s positioning — its unique promise to customers. I’m an advocate of using a name and a face, if you have one. Catalog buyers often say it gives them confidence, knowing there’s someone really standing behind the catalog.