Industrial Supplies

SILVER: Print Channel

Edmund Optics, Optics and Optical Instruments Catalog, Fall 2008

Edmund Optics boasts the world's largest inventory of optical components. And it manages to keep the catalog presentation of this highly focused product line both clear and compelling.

WHY IT WON A SILVER AWARD: The catalog's impressive assortment of merchandise is one reason. “The selection seems deep and broad,” said one judge.

The copy, which starts with the functional benefit of the product, is also a high point. “The voice speaks with authority and uses technical vocabulary that's appropriate for the market,” noted a panelist.

In all Edmund does a superb job of keeping a lot of highly detailed information clear, clean and concise, though the personality “is a little dry.”

WHY IT DIDN'T WIN A GOLD AWARD: The judges were divided on the effectiveness of the dark front cover with images of floating prisms. But they agreed that the use of the model — a woman who appears to be serving up some psychedelic-looking filters, did not work. In a word, said one judge, “the model shot is hideous.” — MD

Director/print/production: Gretchen Morris

Designer: Dawn Kozarski

Creative team: Nicole Koenitzer, Joe Skodinski, Joori Song

Marketing director: Marisa Edmund

Photographer/illustrator: Gary Mattie Studios

Printer: Dingley Press

List broker: MeritDirect