Florentine Craftsmen Inc. catalog’s greatest strength is its extraordinary merchandise. Every piece in the book looks like it could have graced one of the Newport mansions or been seen in some Hollywood movie with Greta Garbo whispering into Clark Gable’s ear. Words such as elegant, classic, timeless, artisan, gilded-age, wealthy and beautiful best describe the book’s goods. I can’t say the same about the current catalog, however, as it doesn’t live up to the standard of the merchandise it sells. The catalog has the classic look of a B-to-B company that’s been selling the same merchandise for years, but hasn’t allocated enough time, attention or
Photoshop
Increase profits by improving your digital imaging process. Do your photos look off-kilter? Is your printed catalog not as vibrant as it used to be? Is your image quality erratic? Just as good design and good copy increase sales, good image quality with bright, true colors will improve sales for most catalogs. But since the switch from film to digital photography, many catalogers have experienced inconsistencies or a decline in image quality. Digital doesn't mean you have to accept lower image quality. You can capture and print great digital images, but you need to
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