How to critique your own catalog with michele drohan
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The Catalog Critique Toolkit
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Transcript of How to critique your own catalog with michele drohan
The Catalog Critique Toolkit
Michele Drohan EVP Account Services J.Schmid & Assoc.
THE ROLE OF CATALOG HAS CHANGED.
A catalog used to sell products.
Sell
It has a lot more work to do now.
Disrupt Delight Drive Sell
Great catalogs disrupt.
• Stand out • Entice / provoke • Present the
unexpected
Great catalogs delight.
• Connect emotionally
• Tell your story • Get them to like
you
Great catalogs drive.
• Get them engaged
• Get them to do something
• Push to store/web/social media
PUT FACTS OVER CREATIVE OPINION.
Critical assessment tools can be used to move your critique from subjective to objective.
3 building blocks of great catalogs. § Create brand tangibility. § Specialize in UX, specialize in content. § Activate browsing & shopping.
The brand tangibility toolkit.
q Format, paper choice & production techniques
q Brand guidelines & integration q Signature photography q Design language q Voice q Typography q Why us? Differentiation expression
The UX & content toolkit.
At the book level q Pagination q Pacing & rhythm q Catalog hot spots:
FC/BC, 2/3, center spread
q Storytelling
At the spread level q Eye flow principles q Heroes, drama q Hierarchy q Navigation q Density q What, why, how?
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The shopping activation toolkit.
q WIIFM? Benefit expression q Strong, multichannel call-to-action • Promotion, urgency • Cross-sell/upsell
q Risk relief q Personalization q Information access • Bugs, slugs and violators • Reader invitations
The catalog critique toolkit.
Brand tangibility q Format, paper choice & production value q Brand guidelines & integration q Signature photography q Design language q Voice q Typography q Why us? Differentiation expression
UX & content At the book level q Pagination q Pacing & rhythm q Catalog hot spots:
FC/BC, 2/3, center spread
q Storytelling
At the spread level q Eye flow principles q Heroes, drama q Hierarchy q Navigation q Density q What, why, how?
Browsing & shopping q WIIFM? Benefit expression q Strong, multichannel call-
to-action • Promotion, urgency • Cross-sell/upsell
q Risk relief q Personalization q Information access
• Bugs, slugs, violators • Reader invitations
