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Design Physics Optimizing Your Catalog Presentation
Lois Brayfield
CEO; J.Schmid
A boutique direct marketing
agency offering new thinking
for cross-channel marketers;
specializing in strategy,
branding, design and analytics.
The physical processes and phenomena of a particular system
Design Physics
The Physics
hot spots eye-flow hierarchy
The Physics
hot spots eye-flow hierarchy
hot spots Covers Opening spreads Closing spreads Spreads with an insert Center spread
It’s estimated that 30% of readers begin reading from the BACK of the catalog. Interestingly, 75% of them are men.
role of hot spots Grab attention Answer questions Establish your story Best-sellers New, if … Drive Engagement To do something
hot spots COVERS
Role of Covers: Grab attention Tell who you are State any offers Sell product Get the reader inside
hot spots OPENING SPREADS
letter
guarantee
table of contents
brand & customer engagement
getting reader inside
hot spots OPENING SPREADS
hot spots CLOSING SPREADS
hot spots CLOSING SPREADS
The Physics
hot spots eye-flow hierarchy
eye starts here
gu
tter
eye starts here
WOW
Face imagery into the spread
gutter
Democracy can overwhelm
Hero Products increase engagement
Create Pacing with Non-Democratic Spreads
The Physics
hot spots eye-flow hierarchy
1. photo or illustration
2. attention-getting graphics or copy
3. price
4. product headline and body copy
1
2
$$$
3
4
Graphic Hierarchy
1. photo or illustration
2. attention-getting graphics or copy
3. price
4. product headline and body copy
1
3
4
Graphic Hierarchy
Product benefits must
be understood at a glance. Otherwise perceived value may be lost.
image + price = verisimilitude
Stainless Steel: rust-resistant and
sanitary!
1. Spread headline
2. Copy violators Captions Call-outs Case studies Testimonials
3. Price point
4. Product headline
5. Body copy
Copy Hierarchy
1. Index Center or inside back spread
2. Table of contents Page 2-3
3. Brand information – “who are they?” Page 2-3
4. Contact information Bottom of page, then back cover
5. Guarantee Page 2-3, then center spread
6. Order form or order information Center. In large format, back of book
Answer Hierarchy - Where do they go?
Other Interesting Dynamics COLOR
Use color sparingly. Use it to support brand differentiation or to subtly organize information.
Other Interesting Dynamics COLOR CODING
Abrasives …..….. 43-47
Body / Fender …. 14-29
Buffing …………… 34-42
Interior ……….…. 71-79
Exterior ………... 48-70
Painting ……….. 30-33
Customization …. 3-13
Other Interesting Dynamics THEMED SPREADS
Other Interesting Dynamics PRICE THRESHOLDS
$19.95 $22.95 $24.95
$99.95 vs $100 VALUE PREMIUM
Other Interesting Dynamics TYPOGRAPHY
Typography Comprehension Studies
Headlines in all CAPS score 20% less than first letter cap
Reverse body copy scores 70% less than non-reverse
High CHROMA headlines score 40% less than low chroma headlines
Copy set above spread headlines scores 50% less than copy set below
Other Interesting Dynamics TYPOGRAPHY
Justified type scored 67% compared to ragged-right in comprehension studies.
Ragged-left type scored 10% compared to ragged-right in comprehension studies.
Centered type scored 10% to ragged-right in comprehension studies.
Other Interesting Dynamics TYPOGRAPHY
Other Interesting Dynamics TYPOGRAPHY
Mind the gap! .2 - .25
Other Interesting Dynamics GROUP SHOTS
May 2012 Harvard Business Review
7,000 consumers said, the single biggest driver of “stickiness”, by far, was “decision simplicity.” Minimalism in design and messaging creates tranquility and improves comprehension.
simplicity
In closing …
hot spots eye-flow hierarchy
Thank you!
