![]() ![]() It took me a while to figure out that there was a theme to the page 2/3 spread. The green area around the page does nothing but take up space and make it harder to keep the color even on press. The coupon on the back cover reads “Welcome New Customers.” If this is a prospect catalog, I would recommend an annotated table of contents on the back cover. If Delphi hasn’t done some testing to determine the optimal number of items and elements to have on the back cover, I would strongly advise they do that. So the more you add, the less impact each has. Each element you add to a page competes with every other element and they all lose importance. Perhaps one or more of the callouts could be eliminated, which would help elevate one of the more important messages.Īs for the back cover (see page 22 for image), there is just too much going on for anyone to comfortably shop. So the logo should be with the corporate positioning statement, and the “Annual Bevel Sale” should be with the bevels being sold. The best way to resolve this is to take all the elements on the page, rank them by importance and then group them by concept. There are just too many random elements on Delphi’s cover to ever produce a targeted message. The difference between an okay catalog and a great catalog that really sells is often clarity of the message. Not all customers will take the time to read it. Prospects will look at Delphi’s cover, see “Annual Bevel Sale!” and then a big wad of type that looks like all the stuff the marketing folks thought should be on the cover but was hard to fit. Showing the process is both attention getting and a quick read that you are selling glass supplies. Prospective customers respond well to covers showing items being created. You can never go wrong with beauty shots of spectacular pieces. Hobbyists are passionate, and they love looking at beautiful examples of their hobby. Starting from the cover, the image used looks more like an industrial grinder than one of the remarkable finished glass pieces shown inside. The Delphi catalog is a good example of this phenomenon, something I call “death by a thousand cuts.” It seems oddly appropriate for a glass catalog. ![]() ![]() Unless we make a point to step back and forget our pre-conceptions, we all go blind to our catalogs - and the result is a slow erosion of sales, especially with prospects. One of the biggest challenges faced by veteran catalogers is looking at their book with fresh eyes so they can see what the customer really sees. Our creative experts, Sarah Fletcher, president/creative director of Catalog Design Studios, and Neal Schuler, principal of Schuler Creative Consulting, reviewed Delphi’s 64-page spring 2011 edition. The company sells more than 30,000 items through its catalog and website, targeting both beginners and expert glass artists. Giving Assistant is a great way to shop and be charitable at the same time.From a handful of items sold from a garage in 1972, Delphi has grown to become the largest supplier of art glass materials in the U.S. With many beginner kits in areas such as bead making and enameling, you can easily purchase everything needed to learn a new craft in no time. If you are a beginner, you are in the right place. Delphi offers top brand names like Mastercraft and Fireworks. From the Peace In A World of Turmoil to the Eight-Pointed Star, you will find stunning pieces of finished artwork that will spark your imagination. Look through the artist gallery and enjoy beautiful works by other artist. From green diamond bevel to a box of amber bevel, from daisy tiles to mosaic block, just viewing the large inventory of possibilities is sure to inspire your creative juices. Whether you are making jewelry, mosaic, stained glass art or working on fusing, you will find the supplies you need. They price their inventory to be highly competitive, and you can use discount coupons to help make your purchase wallet-friendly. The Delphi Company offers art glass project materials that are perfect for the artist, or the new craftsman. Located in Lansing, they pride themselves on longevity due to great products, craft materials and customer support. ![]()
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