Anne-Marie Schmutz

The Five Basics of Great Catalog Creative The Harry and David catalog tempts with tantalizing treats. Magellan’s speaks like a fellow traveler with an arm around your shoulders. Pottery Barn invites you into a warm home you want to make your own. For today’s catalogers, being special in the minds of their customers is the competitive difference. And with 14,000-plus catalogs out there, that’s an important realization. Following are the five basic components that can help your book stand out from the crowd. Branding and Emotion “There’s a soul in a catalog, where the voice speaks to you on a personal level and

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