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You CAN Judge a Catalog by its Cover…

Posted on January 20, 2012

With the temperature dropping and snow covering the ground, we are lucky if we even make it outside to get the mail on a daily basis.  And when you do, chances are you are scurrying back inside, throwing it on the table, and attempting to warm up.  In this stack of Holiday credit card bills and thank-you notes is your company’s catalog…but is your customer really seeing it, or is it getting lost in the pile?

An easy way to catch the eye of your customer is by amping up your cover appeal.  It is universally known that the cover page is the most important one of a catalog.  An enticing or strong cover could mean the difference between the customer placing an order or using the paper to fuel the fireplace.

There is a simple acronym – REDD – to keep in mind when deciding on your cover page.

  • Relevance – Who is your customer and do you understand them?
  • Emotion –The most difficult part of the strategy, this takes careful planning and evaluation of your customer. 
  • Drama – Grab your customer’s attention the second their hands are on your catalog and they won’t want to put it down.
  • Differentiation – What makes your catalog stand out from the others?  Don’t copy your competitors.Even though customers spend the least amount of time looking at the cover, it will be the image that stands out in their mind, if these tools are put to use.  A memorable cover could be what makes your company stand out from the rest.
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