Project Spotlight

Triton Boats catalog format update

in 2007 as financial markets began to totter, I was asked to cut my largest design expense, catalog printing, without giving the appearance of a diminished product.

 

I took the format from traditional horizontal to vertical so I could increase the size of the catalog on web easily. With the larger tabloid catalogs giving a weighty first impression, I used the extra space to condense the products onto less pages and in general reduced the page count significantly. Also as the ability of customers to finance was dropping precipitously, I did some resaerch on anticipated foot traffic and reduced the print runs accordingly. The cost dropped by two thirds and the larger format cataog with far fewer pages alleviated any concerns by dealers of customers that we were 'cutting back'.