Catalogs (also referred to in the industry as “paper stores”) are essentially a photographic medium of presenting merchandise for direct sales responses from customers. Descriptive copy is important, because it must function to inform the reader about the products and to close the sale. Design format serves as the cohesive element that holds the other diverse elements of presentation together, resulting in a unified “spread” (or two facing pages) concept. The use of color in a catalog can create a positive receptivity

in the consumer’s mind. Good quality reproduction helps to establish credibility; it helps establish trust-worthiness and believability about the catalog company and their merchandise offerings. All of the elements of catalog marketing are important, but photography lends contributions to each of the others, and presents a potential that is unique and necessary for success. - .photography can elicit an emotional response from the consumer. It can provide the reaction or “hot button” that triggers the motivation to make a purchase. Achieving the best catalog photography is not as simple as it might appear. One of the first considerations

is to accept that catalog photography differs in objectives and usage from general advertising photography. Editorial and advertising photos are executed to create an impression and an image, for later recognition and subsequent sales. Catalog photography must also create the image, but is primarily charged with fully explaining the products at a glance, and with generating an immediate sales response. In order to accomplish these objectives, catalog photography must be planned and executed with many considerations and marketing judgment calls. Intended use of the merchandise should be portrayed, or at least inferred.