U.S. Box’s Product Array Impresses, but Confuses

The U.S. Box Corp. catalog does a great job of showing potential customers that the company carries an impressive array of paper products to cover the packaging needs of everyone from boutique shops to catering companies to jewelry stores. However, the book has a number of flaws too, most notably a number of confusing product references that can leave customers scratching their heads.

Front Cover Solid, Back Lacks
The front cover shows both people and products; it’s engaging and fun. I’d recommend adding the Web address and toll-free phone number to the cover and spine of this perfect-bound, 176-page annual catalog, as well as adding the Web address to the back cover.

The back cover is more of a throwaway. Showing a UPS man delivering a package in a super-boring brown box is wasting a chance to show how distinctive packaging can elevate a company’s brand presentation all the way to its customer’s doorstep.

The bulleted text is selling the Web. I really have to question the use of the best selling space in the catalog to promote something that every customer knows you have. Other than the Video Product Tutorials, there’s nothing on that list I wouldn’t expect to find on any respectable company’s Web site. The images next to the spine give no indication of what they are or where in the catalog to find them.

Most mysterious are the flying craft-paper packages tied with twine. They look cool, but no carrier would let you mail them. The back cover is where the best of the best products and services should be highlighted. It can be used for key messaging, but that message has to be very important to outweigh the opportunity cost of not using it as selling space.

Inside Gatefold Too Busy
The inside gatefold is too busy to shop from. Customers see a random sampling of everything and wind up retaining nothing. This spread would work better with fewer items or as a “customer favorites” spotlight.