Friday, October 18, 2013

Catalog design: Keep text and images close to each other

From time to time I'll describe some of the principles I use to design our catalogs.

Leonardo da Vinci had it right by me. Mix text and images wherever you can, embedding each within the other, so the text and images are close to each other. That way you don't have to search for the text that explains your image. You also don't have to move your eyes back and forth as far between the two—losing your place and tiring your eyes—in order to understand what you're seeing and reading.

This is how the principle looks applied to one of our bread pages, which have remained essentially unchanged for many years.

Compare this to a typical catalog that uses a block of text with numbers or letters to connect the images and copy. Reading while looking away to refer to the picture is a pain, which is probably one reason why most people rarely read catalogs these days.

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