As an Art Director at Victorian Trading, I was responsible for the creative direction, conception, and design of 17 to 20 catalogs per year, including; Holiday (Halloween, Christmas, Valentine’s Day, St.Patrick’s Day, Spring Garden, Summer Sale), Romantic Home (Furniture and Home Décor), Hopeless Romantic Clothing & Accessories, Hopeless Romantic Jewelry, Stationery & Greeting Cards, Old Flame (Candles) and Wholesale.
Creating an effective visual representation of a brand requires much more than just graphic design. Each spread in a catalog should excite the customer through the use of color, theme and clever product groupings. Each page should tell a story and build brand loyalty, while at the same time, meeting predefined sales goals and generating profits.
When I layout a catalog in InDesign, I use sales data to carefully analyze the placement of top sellers and new products, creating a composition that directs the customers’ eye throughout the page using design principles such as contrast, repetition and proximity.