Horchow

by Jack Schmid What do all the following situations have in common? • You're launching a new catalog. • You're spinning off a catalog from an existing product line. • Your catalog design is flat, tired and you're re-thinking the look of the entire book. • You're considering adding an extra mailing to the season and want it to really stand out. Every one of these examples must deal with a common question: What's the size and shape (or format) of the new book going to be? Catalog format is often taken for granted. It is typically established by a previous creative team or