Design that takes the cake

The opening spread does a terrific job of introducing the founder, Vera Stewart, with a current hearthside photo and two small shots of little Vera, one with a big birthday cake.

The product shot is overly ambitious, trying to squeeze too many cakes into one poorly lit shot. And Vera's story in reverse type might be too hard to read.

But the overwhelming element is the background color. Of all the yummy colors in the world, this spread gets the darkest green, almost black as it sinks into the page.

Then we get to the cakes. The first selling spread is done in glowing rosy shades to complement the Strawberry Layer Cake that commands a full page. “As seen in Oprah magazine,” the only callout in the book, is not just a shameless appeal to our celebrity-crazed culture; it's the best testimonial anyone can get.

Five flavors share the left-hand page with the dotted lines and twisted-ribbon pattern that so charmed me on the cover. But now I just want to see the cakes! The little round photos seem almost inconsequential, buried under layers of graphics.

Giant headlines look like logos, taking up premium space but saying little. Product descriptions are folksy and evocative, but difficult to read over the rich color and pattern. This catalog has been hijacked by design.

The interesting thing is that it is good, strong, clean design. It's organized and consistent and in keeping with the brand character. It's just not doing the product any favors.

VeryVera is not shy about devoting space to its history or service. This is refreshing, since most catalogers don't spend enough time and space developing and communicating the impossible-to-measure value of their brands.

But if you want the book to perform, you need to let the product shine, too.

At 20 pages, there is not a lot of room to spare. One spread of savory items consists of single-line listings under the “Gourmet to Go” headline.

Nearly half of those items are repeated on the following spread as “Featured Menu Items,” with persuasive, homespun copy and more postage-stamp-size images. A “New Packages” corner snipe introduces the next section with large, heavily propped lifestyle photos.

“Packages for any Occasion” is the most intriguing merchandising concept in the book. It's selling good ol' Southern hospitality. Dwarfed by the “Everything but the Turkey” package, the home-cooked menus are titled by event: Christmas Morning, New Arrival, Feel Better and Southern Comfort. This concept deserves more attention.

VeryVera understands the value of selling its service, breaking down barriers to buy. A full page, just before the closing spread, describes its packaging secret that gets a perfect cake delivered looking like it was just picked up at a local bakery.

Good to know. But this message could have shared space with the ordering info on the next page very effectively.

I don't know how successful this mailing was. But I know that it could do better. Here's how:

• Address space allocation issues. Not every hero demands a full page. If a product or category does not merit adequate space to sell it here, refer your customer to the Website for more selection. Consolidate service and history messages to make more room for product.

• Tone down the design to highlight the product. Sell the items along with the brand.

• Improve the product photography. Adjust the lighting and color separations for better reproduction on uncoated stock. Use light propping to differentiate the cakes and to avoid overpowering the package shots.

• Use those flashy graphics to call out endorsements from Oprah and Gourmet magazines, or to draw attention to the brand messages.

• Lose the redundant headlines (“Layer Cakes, Layer upon Layer”) and lure me in with that neighborly voice so well developed elsewhere.

• Sell your best product on the opening spread. (Where can I find that Red Velvet number from the cover?) But keep Vera's story — always.

• Play up concepts that emphasize the positioning and make this brand unique, like “Cake of the Month” and hospitality packages. And consider calling out these defining offers on the cover.

• Decide where to put the URL and leave it there. It bounces around from spread to spread with varying importance. You want to make this easy.

VeryVera's Holiday 2009 catalog packs a lot of punch into its 20 pages. As an image piece, the book is very appealing. As a catalog, it could work harder to increase sales.

Now, who wants cake?