How To Improve The Feng Shui of Retail Catalogs

Have you ever been aware of or been sensitive to what you feel when you flip through a home furnishings catalog? Have you ever said, "wow, they are really doing a good job" or "they have really improved their collection recently."

When evaluating a space, website or a catalog, pay attention to what emotions you feel and experience. Does it bring you peace, calmness or a sense of joy?

I recently experienced this as I flipped through the August 2008 Pottery Barn Catalog. I felt that they were improving not only their collections but the way they displayed them in the catalog. As I evaluated it further, I started to notice a shift in the way they are presenting the photos and collections.

A simple way to dramatically improve a catalog or home furnishing's photo shoot is to add items that contain life energy. This can either be living plants, fresh flowers, colorful fruit and water.

A good example of a catalog that does this very well is Williams Sonoma Home. In almost every picture in their catalog, they contain one or more of these life energy items. Or take a look at an Architectural Digest magazine and begin to count the number of life energy items found in each picture.

Although adding these items may increase the cost of the photo shoot, from my experience, it helps with the image of the brand, the experience of the reader and the overall improvement of conversions into sales.

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