The10 Biggest Mistakes in Merchandise Presentation
Most experienced catalogers have learned that good models pay for themselves in spades. It's usually the smaller or newer companies that don't understand and/or underestimate the effect of models. These catalogers tend to use less experienced models either because they don't know any better or because of the expense. However, there are too many reasons to use higher-level models, such as the following:
They know how to move, so they're more productive during the day.
They know how to interact with the camera, so they give you better poses.
They know how to take direction better to accomplish your goals.
They can provide more versatility with looks and behavior.
They usually look better in print; that's why they're getting the bigger bucks!
Ultimately, this translates into increased productivity and sales.
Mistake No. 8: Underestimating Merchandise Shot Size
Size matters! Readers want to see the largest depictions of your merchandise within the density requirements you have. This means product size takes precedence over white space, copy, headlines and the variety of design treatments. You still can create features based on squinch (square inch analysis) and other merchandising factors. You still can devote space to selling copy, important elements, such as icons, and even editorial copy.
It doesn't mean your readers won't find great merchandise from a small shot; it means you'll get better overall performance by upsizing the merchandise. Catalogers can keep the same density and still up-size product shots by 5 percent or 10 percent.
Mistake No. 9: Lack of Appropriate Aspiration in Presentation
The key word here is "appropriate," as it relates to creating and displaying an environment that your customer feels is desirable and achievable. To do this, it's imperative that catalogers understand their customers and that the visual interpretation of this aspiration is understood by the creative talent painting the picture. Ask: "What's my customer's aspiration?" Is it: