Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2015

Worst, No. 3: Frontgate

This column has on more than one occasion saluted Frontgate as a source for clear, bright, disciplined copy.

Not this time.

The title, assuming the word applies, of the catalog is “A SEASON TO treasure.” Open, and under a hard-to-read heading, “marsala and mint,” –  even harder to decifer because black type is positioned against a dark background – is “The most on-trend colors of the season meet up with an utterly opulent collection.” Huh? It’s a Christmas tree.

The only copy on the page refers to free shipping, but most of the explanation is devoted to exceptions.

A few pages beyond, one of a stack of five descriptions is “Marsala and Mint Greenery.” The explanation, in toto: “Created by renowned floral designer Matt Wood to capture the vibrancy of  glossy magnolia leaves, remunculus and other foliage. Dusted with glitter for holiday sparkle.” That’s it. That’s all they tell us. (And while we’re wondering, how renowned as a floral designer is Matt Wood?)

NEXT PAGE: Worst, No. 4…

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