Category Archives: Catalog

Benefits vs. features

  Often when we talk about our businesses, we tend to describe its features. It’s often the first thing that comes to mind: our brand new equipment, our capacity to fill large orders, how many people are employed. The tipping … Continue reading

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A bird in the hand

It’s said that it’s five to ten times more expensive to gain a new customer than it is to retain an existing one. Advertising to prospects is not the same as advertising to current customers. You may be offering the … Continue reading

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What do you notice first?

When looking at all kinds of advertising, our eyes notice color first. Then shape. And on through a complex sorting hierarchy that we aren’t even consciously aware of. But we all do it, and it all happens in a fraction … Continue reading

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Advertising: small changes, big results

Here is a page from a catalog designed for Viansa Winery. The same products on this page were featured in the catalog the year before, but because of small but important changes that were made, this page performed over 30% … Continue reading

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Are you seeing what you’re looking at?

When I was a kid, I remember hearing  “Take a picture–it’ll last longer!” if I stared at something too long. Today taking a photo has never been easier. Because of this we are taking more photos than ever. And filing … Continue reading

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