With its comprehensive, well-organized assortment of upscale office furniture and accessories, Boise Office Furniture’s 2000 catalog “is certainly a directory of everything needed in office furniture,” said one judge. Another added, “This book is first class. It establishes Boise as a premiere resource.”
High-quality paper, pristine product shots, sweeping in-use photos that open each section, color-coded tabs for each category, handy call-out features boxes, and comprehensive illustrated buying guides with each section give the catalog a distinctive upscale look and make it easy for shoppers to find exactly what they’re looking for. “The upscale image is highly appropriate for competing with local design resources,” said a judge.
But another panelist found the design less than dynamic: “While this catalog is focused on its target customer, there are several opportunities to improve the positioning to be more updated and more upscale,” through more dramatic and exciting layout of design, use of space, and photography lighting and angles.
The front cover came in for criticism as well. “It’s somewhat static,” complained a judge. “It doesn’t explain the huge selection inside.” Another panelist agreed that the cover “leaves somewhat of a dated and uninspired look.”
The judges did concur, though, that Boise’s emphasis on quality product and extensive customization (with hundreds of pictures of fabric swatches appearing throughout the book) helped set it apart from the crowd. “There is a large, comprehensive assortment of product, clearly organized, with accessories that coordinate very well with major products,” lauded a judge. “It would be easy to fully outfit an office from this catalog with real style.”
Copy gets straight to the point: “If you’re looking for impressive executive seating with a contemporary look, the HON 5300 Series is a perfect choice. It features dramatic lines and graceful loop arms that add sophistication to your office decor.…” reads one caption. “Everything is clear and complete,” said a panelist. “Copy is highly accessible with heads, subheads, bullets, etc. It’s easy to scan but still enjoyable to read.” Judges were also impressed with the catalog’s prominently advertised offer of free expert advice on planning and layout; choosing fabrics, finishes, and colors; and ergonomics.
In short, “the catalog offers a large assortment with local service and warehousing,” said a judge. “And there’s a strong sense that the many fabric and finish options deliver a custom result.” With so much to choose from, there’s no doubt that this catalog inspired some customers to give a new swivel chair a whirl — and there’s also no doubt as to why it’s worthy of a Silver Award.
Boise Cascade Office Products
1501 Woodfield Rd., Suite 400 West
Schaumburg, IL 60173
Company founded: 1964
Catalog launched: 1995
Director: Kim Redlin
Designers: Jim Yagelski, Liza Melecio,
Copywriters: Sherry Sussman,
Marketing manager: Mickie Gordon
List manager: Advantage Marketing
Creative consultant: Ambrosi & Associates
Printer: Perry Judd’s
Color separator: Black Dot
Cover paper: 10 pt.
Text paper: 60 lb.
Number of pages: 352
Trim size: 8-3/8″ × 10-7/8″