The judges of the 2011 MCM Awards were asked to grade the entries’ covers on the following standards, on a scale of 1 to 10, with 10 being the highest:
- Front cover’s strength in compelling the reader to open the catalog
- Front cover’s ability to accurately represent the brand and the merchandise
- Overall design and eye-flow of front cover including handling of the logo and type elements
- Visual carry-through from front cover to opening spread
- Effective use of the back cover to sell product
- Back cover’s ability to accurately represent the brand and the merchandise
- Use of the back cover to express important customer service information