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That is why feature pages with one br two items on them can reflect as much bottom-line as a page with ten items on it. Your treatment of the merchandise says that it is important. Additionally, these kinds of big statements will hold attention for a longer span of time than an average size photograph.
Pagination is the assignment of items to a spread. Frequently this is done by the buyers or merchants, but may also be the responsibility of the creative team. The choice, or mix, of items might be determined by a special theme, or by lifestyle interest or use, or even by colors of the products. The grouping of merchandise is important in catalog marketing because it lends interest and, again, helps in pacing. By slowing the reader down as they browse through the catalog, each item is given a chance for consideration.
CHAPTER TWO GUIDELINES FOR PAGINATING A CATALOG
• Give your catalog some air (and breathing room to your customers) by varying the numbers of items on each spread. You can “heavy up” on one spread in order to “lighten up” on another.
• If items are paginated along a lifestyle theme, be consistent to that theme and don’t force a product in just because it fits in the space.
• Logic or use may dictate pagination. Items for a certain room (bedroom, bath, kitchen) may be grouped together, as can related products or accessories for the office. Fashion garments that mix and match, along with appropriate accessories combine to create a logical, useful pagination.
• Choose merchandise for feature slots that are unique, either because of design, exclusivity, price point or topicality.
• Paginate considerately, with the consumer in mind.
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