Creative Cut

Ironically, they weren’t as successful assembling the catalog, which just isn’t an effective sales tool.

As a direct mail vehicle, Literary Calligraphy’s catalog needs to use the best practices of direct mail. The artwork inside the frame and its poetry are the prime reasons for selecting these gifts, but neither art nor text are showcased in a consistent manner. What dominates is the framing, yet the page that lists all 21 frame styles with pricing is very confusing. Typeface should be readdressed. The catalog’s small format and type size make reading a challenge. Product shots need to be upsized so they can be seen. And that’s just the beginning.