Neil Schuler made a big name for himself as the award winning Creative Director for Harry and David. He is now the VP of Creative at J. Schmid. The critique starts off with a review of the five things that really impact catalog creative. Then Neil dives in to the catalog review. It's always a great learning experience to look over the shoulder of an expert while they work. Catalog critiques are always popular here at Catalog University for just that reason. The Challah Connection Originally launched as a challah delivery service, bringing that particularly delicious, but then hard-to-find, specialty kosher bread to customers. They quickly realized this was just part of what they wanted to accomplish. The Challah Connection embraced a bigger mission: to help people of any cultural background and every religious denomination connect with each other, through sharing delicious specialty foods. Neil's Take Drawing on his years of experience, Neil was able to look at the catalog from the customers experience and provide excellent suggestions that covered several areas. How your brain sees catalogs Brand experience Pacing Headlines Offers Creating an emotional connection Making your catalog scannable Photography opportunities And much more. So much of what Neil covers is applicable to any catalog, but this is a can't-miss critique if you have a food catalog. Want to have your catalog critiqued? If you would like to have your catalog or website reviewed by one of our experts, just contact jdowney@cataloguniversity.com

1. Catalog Critiques

3. disrupt delight drive
catalogs
An amazing advertising tactic

4. Basic
Human
Truths

5. The brain craves
EASE & ORDER
Catalog implications:
• Eliminate the unnecessary so the
necessary can shine.
• Don’t overwhelm. Simplify
everything.

6. Humans have
limited attention
Catalog implications:
• Strongly express brand - don’t be shy!
• You only have 2-3 seconds to save yourself from the
recycling bin
• Improve readership by 67% with compelling pacing
• Make offers clear and easy to understand

7. Humans are VISUAL
Catalog implications:
• Design for natural eye-flow
• Edit copy to be scan-able.
• Provide visual resting places; design and imagery
• Create good pacing to ward off visual fatigue
• Show product being used in environments

8. Humans respond to
EMOTION
Catalog implications:
• Don’t just sell your products—sell your brand story
• Give them something aspirational to believe in
• Create thematic spreads that will resonate
• Infuse your messaging with engaging character

9. Humans are
attracted to BEAUTY
Catalog implication:
• Functionality can be beautiful!
• Design matters. People react to good (or bad)
design before anything else.
• First impressions are everything. Judgments are
made within the first 7 seconds.

20. Key takeaways:
• Match the catalog’s aesthetic with the audience
• Add emotional component to presentation
• Drive them online!
• Create a newsworthy presentation on the cover,
back cover and opening spread.
• Use activating messaging in headlines
• Format product copy to be scan-able
• Win at the mailbox with impactful imagery
• Express brand story and origin of product

21. Questions?

22. Got ideas?
neals@jschmid.com