A catalog of catalog design- USE OF BORDERS, TYPE TREATMENTS, SPECIAL GRAPHICS.

Cartouche treatment is an effective way to set off editorial copy, or to avoid the use of reverse type out of photography. A cartouche is a ruled or bordered box that provides a clean, classic frame for copy content, usually with the photographic background dropped out. Too much reverse copy can be hard to read, and can create confusion and frustration on the part of the customer. Reverse copy can be dramatic if used sparingly, but it should not be overdone.

Special typography treatments can be attention-getting and can enhance a themed spread. Sometimes a hand-lettered or specific calligraphic headline can be just the ticket to punctuate the graphic format. Or perhaps wrap-around copy is selected to use with silhouette product depictions. There is an infinite variety of choices at our design disposal, but we should caution ourselves when making use of these graphic gymnastics. Are they really necessary? Do they add to the impact of the visuals without taking away from the merchandise offerings? Does their use accomplish continuity? Have we used them consistently or inconsistently?

Just as merchandise is measured by selection criteria for inclusion in a catalog, so should these special design techniques be considered. Analyze their use during the conceptualization stage. That way, if you plan to include them, they will have a role to play from the beginning, and your development plan will have a place for them.

	Professional Commercial Photography Hints and Tips