While creative responsibility for impressive and effective catalog photography belongs to the art director, it is shared with every member of the photography team, including the photographer and stylist. But the primary decision maker on the set is the art director. This is the individual

who must attain approval for the shooting from the client (or the merchants), or from the head of the company. The art director is basically responsible for interpreting the merchandise through the medium of photography. This interpretation must be done creatively, with consideration of the consumer’s

needs, and ultimately with sales in mind. The art director must approach the entire philosophy of product with the customer in mind. The major concern should be deciding which way to most effectively reach the prospect. The visual impact of the photography is one of the most important factors in a catalog.