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>From Tuscan tiles to Florentine fruit-patterned dinnerware, Cottura has the
world of fine Italian ceramics covered. And the cataloger/ retailer's
comprehensive merchandising, strong design and production values, and
informative, educational copy have earned Cottura two Catalog Awards this
year, including a Silver in the retail category.
The cover of the catalog sets the stage for what you'll find inside by
depicting an exclusive tile design that illustrates the steps in creating
maiolica, a ceramic art of the Italian Renaissance. Simply put by one
judge, "It's a vibrant storyteller." The close-up of the tile "grabs your
eye and holds on," another judge remarks. But more than one panelist points
out that the Cottura logo is too small and the white type hard to read.
The vast merchandise selection inside is so impressive it's "almost
overwhelming," a judge says. One of the cataloger's stated goals with this
edition was to highlight some of the lower-priced products on the covers
and inside spreads and to offer more moderately priced goods in the gift
section inside. Mission accomplished, say our judges, with merchandise
selling for as little as $15 and many gift items available for less than
$100. Promoting the lower-priced items and upping the number of moderately
priced items, says a judge, "provides a nice balance with the other
merchandise," which costs as much as $950.
Cottura uses crisp, clear photography to bring out the vivid colors in the
ceramics and a well-organized design format to keep products and copy
blocks straight. The copy is what really sells the goods, however, using a
romantic, educational editorial approach. For example, the description for
Raffaellesco ceramics reads: "Inspired by the 16th-century frescoes of
Raphael, we present the classical design. Our Raffaellesco is made by a
factory whose roots date back over 200 years and is expertly painted with
the famed double dragons." A letter from the owners on the opening spread
"discusses the handmade nature of the ceramics and gives the feeling of
upscale and special merchandise," adds one of the judges. One caveat about
the copy: It's hard to read in a 10-point font size, as one judge notes.
Perhaps the most impressive thing about this edition is that Cottura cut
paper, mailing, and color separation costs by using lighter paper stock for
the inside pages, using more digital photography, and printing direct to
plate-without sacrificing the lushness of the catalog. "Cottura
significantly lowered costs while maintaining a high quality," marvels one
judge. Now that's an Award-winning accomplishment.
