In the world of gardening, color is paramount. And in the world of Johnny’s Selected Seeds, the colors are vibrant and lush. Starting with its brilliant sunflower cover, this catalog takes you through an impressive selection of products that would convince any buyer that he or she could have a green thumb. The judges all noted that the visual appeal of the photographs – especially those of the flowers – is enough to turn browsers into buyers.
But just in case readers aren’t persuaded by the photos, the Johnny’s team, featured in a photo on an inside spread, is ready to provide help. The first few pages of the catalog are dedicated to promoting the advantages of ordering from this particular book, covering everything from shipping and custom-pelleting to how long it takes for various crops to mature. Judges agreed that the copy gives the buyer all the information necessary to plant and sow a successful and healthy crop. One judge compared this plethora of information to an encyclopedia. In fact, a panelist said, “the customer service reps at Johnny’s must have an easy job because the information-packed catalog forestalls just about any question.”
The catalog’s impressive selection of seeds includes such unusual items as buttercup watermelon, Mexican oregano, and yukina savoy. This is key for the audience of growers who demand one-stop shopping; it also enable dealers (since this is, after all, a commercial catalog) to offer customers something beyond what the local seed shop carries.
The overall organization of the catalog is also noteworthy. All the products are listed alphabetically, and the catalog successfully cross-markets accessories. For instance, when you get to the spread in the middle of the book that sells various types of lettuce, Johnny’s offers a salad spinner and refers readers to the accessories section in the back of the book.
On the downside, several judges disliked the catalog’s use of faux highlighting under every item in the catalog. Clearly, Johnny’s wants to point out key product features, said one judge, but simply bulleting them would be just as effective, and less garish too boot.
Such quibbles asides, though, the panel pretty much agreed with the judge who concluded, “This catalog has the informational appeal and reliability of The Farmer’s Almanac.”