How customers feel is what’s important

I was listening to a Good Life Project interview with Danielle LaPorte that made me think. Danielle has a unique perspective on life. She never went to college but was the Director of Social Inventions for The Body Shop, has worked in a Washington D.C. think tank, written best selling books and just began publishing a magazine, yes, a print magazine. What resonated with me as a catalog designer was her shift from focusing on goals to focusing on feelings.

We design catalogs to sell merchandise; best sellers in the front and back, good eye flow, the right density, ease of shopping are all part of it, but every catalog we create can evoke a feeling. Think about the enduring power of L’Oreal’s “Because you’re worth it” campaign. It made women feel validated and supported. Part of the reason the catalogs CDS designs are successful is that we move past the stuff we sell to what the stuff we sell will do for customers, i.e. the benefits. But there is real magic if we go beyond just benefits all the way to feelings.

What if you could make your customers feel:

How would that change the headlines, copy, editorial, pictures and layouts you use? How would it change the stories you tell? Wouldn’t you want to read a catalog that made you feel happy or curious or powerful? Wouldn’t you look forward to getting the next one?

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The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to sign up for the Cat-U mailing list. We will never share your name with 3rd parties.

Sarah Fletcher
President/Creative Director Catalog Design Studios Inc.
Co-Founder Catalog University