Neal Schuler led the award-winning creative team at Harry and David. He is now the VP of Creative at J. Schmid. This critique starts off with a review of the five things that really impact catalog creative. Then Neil dives into the catalog review. It’s a great learning experience to look over the shoulder of an expert while they work. Catalog critiques are always popular here at Catalog University for just that reason.
The Challah Connection
Originally launched as a challah delivery service, bringing that particularly delicious, but then hard-to-find, specialty kosher bread to customers. They quickly realized this was just part of what they wanted to accomplish. The Challah Connection embraced a bigger mission: to help people of any cultural background and every religious denomination connect with each other, through sharing delicious specialty foods.
Drawing on his years of experience, Neal was able to look at the catalog from the customers’ perspective and provide excellent suggestions that covered several areas.
How your brain sees catalogs
Creating an emotional connection
Making your catalog scannable
And much more. So much of what Neil covers is applicable to any catalog, but this is a can’t-miss critique if you have a food catalog.
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