Creative Cut: PFI = Perfect for Insiders
Best practices on the back cover (see pg. 16) include many of the same elements as the front cover, plus the mailing panel. The Introductory Special for the welding bench is very promotional, and the red typeface exclaiming the prices does garner plenty of attention. It may be more effective to indicate the savings (whether dollars off or percent) and how long the introductory pricing will last. Creating a sense of urgency is an important trigger to purchase.
When choosing an item for the back cover, pick a best seller, or one in a best-selling category. Often, best-selling price points or best-selling categories at a variety of price points attract the greatest number of customers. If the welding bench fits that criteria, then continue to develop the back cover with a single item.
The first two spreads of the catalog have a strong red border and showcase new products. The balance of the catalog is paginated in alphabetical order by merchandise category. This sequencing is familiar for B-to-B catalogers.
The layout throughout the catalog is dense but not visually cluttered. For instance, dense pages typically connote a wide variety of selection and/or prices. The page layouts use white space giving the eye a rest. The black perimeter rule around the merchandise is defining, but not restricting. Product placement takes advantage of the upper right-hand corner, and products lead the eye into the page and its own copy block.
The design template uses a grid format to organize purchase information. This helps answer customer questions and provides relevant information in a systematic way. Similarly, there’s a legend at the top of pg. 96 that reveals the meaning of the caution icons on the drum pumps. Icons visually enable customers to quickly compare product attributes.
The next most important sections are the inside front cover and the inside back cover. PFI’s inside front cover promotes an inventory blowout sale on a storage container at a low price with limited quantities. Since modular storage is generally popular, this is probably a smart merchandising choice.