Specifically, this spread could use service information, including how to order, delivery information and, most importantly, a guarantee statement. These elements would go a long way to making new readers comfortable that they’re shopping from a responsible cataloger. All of this need not take more than one column on half of the page.
In addition, Fancy Flours should add more merchandise to the inside opening spread. Catalogers need to hook the reader from the get-go. Get them excited and let them know the scope of what’s in the catalog by presenting an assortment of product categories. Doing this also precludes the need for a table of contents. In fact, a table of contents can work against a catalog of less than 100 or so pages. We want readers to peruse the whole book, rather than having them find one thing they’re interested in from a directory on pg. 3 and skipping the rest of the catalog.
Merchandise assortment is the best way to make the opening spread the top-performing spread it’s supposed to be. That won’t happen with a minimal amount of product. There’s virtually another page of product space to be had without the table of contents and by consolidating the editorial.
Wastes Space on Retail Plug
The picture of the store location is also unnecessary. These are catalog or Internet buyers, not necessarily store buyers. So having a retail shot doesn’t add much and occupies valuable real estate. It’s easy to get up to eight products between pgs. 2 and 3. This would go a long way to improving performance.
The spread on pgs. 2 and 3 (above) demonstrates the importance of “at-a-glance” comprehension. You don’t really know what’s being sold here unless you take the time to study the spread. The majority of the space is devoted to color swipes that are supposed to represent sanding and sparkling sugars, but it’s not clear. Two things would really help comprehension and interest: