High Density Can Look Good
Problem: “I want the sales per square inch that high density delivers. Does that means our catalog has to look like ‘cheap junk’?”
Doctor’s Remedy: High density and high quality can go together, but it’s challenging. You need a skilled designer and visually appealing products. Victorian Trading Co. does a great job of cramming in tons of products (seven to 10 items per page). Its design succeeds by using lots of creative image overlap and very short copy to give the cataloger the high image-to-copy ratio typical of upscale catalogs. Yet with amazing density, the products still come across as high quality. Plus, the catalog is enchanting to page through, like discovering a charming antique shop crowded with shelf after shelf of wonders.
Have you studied your competition, studied your square inch reports, but you’re still unsure of what your catalog’s product density should be? Then, follow these two rules of thumb:
2. When in doubt, increase product density.
Susan J. McIntyre is president of McIntyre Direct, a catalog marketing agency and consulting firm based in Portland, Ore. Contact: (503) 286-1400 or firstname.lastname@example.org.