Miriam O. Frawley

Miriam O. Frawley
Creative Cut: Classic Designs Keeps it Classy

When I picked up this catalog, I was immediately impressed by the clean and consistent design. It has structure without seeming stuffy, and features tons of information that’s easy to read and understand. Oh, and did I mention the gorgeous, rich products? Yes, this is a good catalog — handsome and well put together. It’s instructional without being cold. It’s full of information and products, without real clutter. I concluded rather quickly that this fine catalog could be used in design schools as an example of a hard-working catalog that doesn’t lose its beauty. Positives, Improvements Of course, there’s always room for improvement. Starting with the cover:

A Word is Worth a Thousand Pictures

Catalogs are such wonderfully visual experiences that copy, a critical component, often is overlooked. But the truth is that copy can make a star out of a mediocre image, or it can make good merchandise sound boring. Many catalogers spend thousands of dollars looking for just the right designer, the perfect photographer and an inspiring shoot location, but then fail to consider the importance of the written word. Indeed, visuals today often are placed at a higher level than copy. Yet to truly affect customers and boost sales, catalog copy should work even harder than its accompanying visuals. In general, good catalog

Had Facts About Soft Proofs

In a perfect workflow, catalogers never leave the digital space. Digital photography is placed into digital files using page layout software. Then, catalog production personnel release files using one of several online transmission options. Finally, they review and approve using digital proofs, send through to computer-to-plate and finally to the press. Soft proofing completes the digital workflow, replacing some, if not all, of the hard digital proofs. Soft proofing easily can be adopted at the online level and immediately can begin to save catalogers time and money. Two categories usually fall under the general heading of soft proofing: online proofs and collaborative, Web-based

Show Us Your True Online Colors

Customers will expect to see perfect color online by the year 2002, according to analysts at Forrester Research. Catalogers who are finally feeling comfortable with computer-to-plate and digital proofs now are facing the daunting task of achieving color perfection on their Web pages. Today’s online shoppers are demanding more from their online shopping experience, including color accuracy. A study from PricewaterhouseCoopers and Media Metrix shows that 83 percent of online shoppers distrust the colors on their monitors. Yet 80 percent of respondents said accurate color was “very important” when buying clothing, cosmetics, home furnishings and art online. More importantly, 50 percent of