Creative Cut: PFI = Perfect for Insiders

Sharing the inside front cover spread, pg. 3 is intelligently designed with a well-placed Quick-Reference Index, icon legend and a customer service callout. In the future, include the location of the alpha index (found on pg. 290) as part of the Quick-Reference Index. PFI promotes a call to action of “Call us today,” but there’s no phone number — not on pg. 3 or on any interior page, where all of the shopping is done. Perhaps this is a function of a wholesale catalog offered to distributors. If not, add the phone number and Web site to the footers throughout the catalog.

The catalog uses product insets to present alternative uses of the product or ease of use. Pg. 125 is a good example of the insets explaining how to use a product. Insets are also used to suggest complementary accessories. Pg. 172 sells the accessories on the page. This catalog contains instructional copy, with helpful reference information on several pages.

The design of the PFI catalog does a great job, implementing many best catalog practices and using the pages of the catalog as a selling tool.

Consultant Gina Valentino is the owner of Hemisphere Marketing LLC. You can reach her at (816) 444-5439 or gina@hemispheremarketing.com.