1. This is a perfect opportunity (as are many other places in this catalog) to devote more space to displaying the end use of the product. Customers really want to see what they can accomplish by using these sanding and sparkling sugars. That’s much more interesting, and it attracts more attention.
2. In this case, the actual colors can be presented more effectively in less space. The photography for the sugars should better represent texture. The shape shouldn’t be a brush stroke. It’s easier to see the color if the shape is a circle or square.
An ongoing waste of space throughout the catalog is most apparent in this spread. The right-hand column used as part of the index, the most valuable space on the spread, only contains a word and a logo. This should be immediately dropped from all subsequent catalogs; if a category header is desired, it belongs in the top right- and left-hand corners of the pages. And it should be horizontal, not vertical!
Using editorial to position the catalog as an authority is a sophisticated strategy, and Fancy Flours has made some good moves in that direction. “Fancy facts,” “Try this,” “Insider info” and “Our personal picks” are all techniques that underscore the company’s expertise as well as help and engage readers.
But much of this editorial is missed because it isn’t linked to photography, illustrations or graphics that add interest and reflect what’s being said. Fancy Flours needs to refine and strengthen how these helpful pieces of information are treated.
The expensive products on pgs. 18 and 19, called Edible Gold and Silver, represent the luxury side of the catalog. Yet the spread hardly feels that way. Although the products are shown in an environment, the photography is dark and full of shadows. Backgrounds are dark, and the products don’t look appetizing.