A direct-mail catalogue that has the visual feeling of ecommerce, with the goal of directing recipients from their mailbox to an online grocery ordering website.
PROCESS
I was inspired by ecommerce sites with plenty of breathing room around images and a well-defined grid. I chose appetizing colors to coincide with grocery offerings and set them against a backdrop of Mac-inspired pale gray. I chose simple, elegant fonts.
RESULTS
A grocery catalogue with an uncluttered look, communicating simultaneous messages of easy accessibility and premium quality.
This project made me so hungry…working with all of the delectable food imagery. I love creating books. Designing for long documents, balancing variety and consistency in a well-planned system spanning multiple pages is such a fun challenge.
One thing I always do, is test print early in the process, while styles are still being formulated. Holding a print in my hand and reading the copy at natural distance on actual paper is the only reliable test for comfortable and appealing readability.