Join Creative Director Neal Schuler as he reviews the Woodcraft catalog!
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 Neal 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.
Woodcraft
Woodcraft Supply, LLC is one of the nation’s oldest and largest suppliers of quality woodworking tools and supplies. They have retail locations across the U.S., and Woodcraft annually distributes 1.5 million catalogs featuring more than 8,000 items to all 50 states and 117 foreign countries. The Woodcraft catalog is a standard among woodworkers as the most complete offering of first-rate products for woodworking available anywhere.
Neal starts by explaining the five human truths and how they apply to catalogs. He then shares his viewpoint on the Woodcraft catalog including:
- Covers
- Opening Spread
- Product Brand Presentation
- Design Treatment
- Story Telling
- Pacing
- Authority
- Shoppability
- Order forms and much more!
So much of what Neal covers is applicable to any catalog, but this is a can’t-miss critique if you have a hobby catalog.
