The Top 10 Catalog Covers of the Past Decade

When I selected “The 10 Best Catalog Covers” for the June 1999 issue of this publication, then titled Catalog Age, it was a much different time in our industry. Business was booming, the Internet channel was secondary to print, and there was no shortage of engaging, dramatic and endearing catalog covers.

When I selected “The 10 Best Catalog Covers” for the June 1999 issue of this publication, then titled Catalog Age, it was a much different time in our industry. Business was booming, the Internet channel was secondary to print, and there was no shortage of engaging, dramatic and endearing catalog covers.

Things have changed on all fronts in the past 11 years. Looking back on the decade was fun, but a little sobering. I had a harder time finding the really “reach” covers — those that are superior branding vehicles and demand to be opened.

The winners I've chosen have a lot in common: They take risks. They're different. They're bold and dramatic. They're extremely relevant to their customer. And most of them generate an emotional response.

What's more, my favorite covers tend to place the visual emphasis on lifestyle or on a representation of positioning, rather than on the merchandise. Perhaps even more important, these covers usually don't try to do too many things, but they do a few things right.

Keep in mind, of course, that my selections are only from the catalogs I've seen. No doubt there have been plenty of other stellar catalog covers since 1999. But these should serve as inspiration to all.

BY GLENDA SHASHO JONES (glenda@sjdirect.com) is a New York-based catalog consultant specializing in improving creative performance and branding.

4. ATHLETA, Summer Preview 2009

The photo of a woman resting on her surfboard in the middle of the ocean is magnetic, simple and strong. It speaks to the Athleta customer and demonstrates how effective showing the “aspirational self” can be.

The model's eye contact and genuine smile, coupled with an approachable body language, pull the reader into the catalog. The model doesn't have to be surfing; the blue water location and surfboard under her are enough to set the stage — we know she's taking a break between waves.