The10 Biggest Mistakes in Merchandise Presentation
Still life shots quickly can get complicated with busy backgrounds and too many props. When busy backgrounds are used too often, they create spreads where eyeflow goes out the window and readers are encouraged to just turn the page or abandon the book, since their eyes don't know where to go.
Backgrounds can be very important. But when in doubt, leave it out: Simple is almost always better.
Mistake No. 3: Disorganized Presentations
Customers respond best when you give them an organized presentation. This doesn't mean that every spread has to be in a grid format, but it does mean that there should be a flow to pages that naturally takes readers' eyes to features, sub-features and less important products, in that order. Copy should be secondary and easy to match to products. Elements that pull the eyes away from the product can also be a problem, whether they be type treatment, color, icons or other less important elements.
Mistake No. 4: Weak Selling Efforts
Catalogers must use a variety of elements to be their salespeople. Work hard to show customers why they should be buying something. This is especially true for complicated, performance-oriented or expensive products.
Frontgate, for example, realizes that an expensive barbecue grill needs a lot of romancing, in terms of call-outs, bullets and microscopic shots. Staples does the same hard work when selling office chairs. And while fashion apparel is sometimes "just a great shot," many apparel catalogers have learned that they need to show inset and magnified shots of product details to enhance sales.
Mistake No. 5: Lack of Product Detail
Ask yourself the following:
→ Do you think your customer has no need to see the length of the hem in a photograph?
→ Does your art director argue that "pulling back" ruins the shot?