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Catalog designer weds marketing and artistry.(Knight Ridder Newspapers)
Byline: Jane M. Von Bergen
PHILADELPHIA _ The holiday blizzard of catalogs is falling thick and fast now, but for catalog designer Sue Naylor, it's springtime.
Roses perfumed the air in the black, cavelike photo studio of Lorel Marketing Group in King of Prussia, Pa.
The smell of flowers wafted into the hall, an unexpected treat in the middle of a four-day photo shoot for the wholesale and spring catalogs for Caswell-Massey, a New Jersey marketer of soaps, lotions and bath products.
With a history dating to 1752, the company proudly numbers Presidents George Washington, Dwight Eisenhower and John F. Kennedy among its customers. The presidents tended to buy almond soap, but Naylor's job this Tuesday morning was to figure out the best design for photographs of the "Damask Rose" line of soaps and lotions.
That's why the photo studio smelled of flowers. A dozen perfect peachy-pink roses in full bloom rested in a vase, ready to be shredded into petals for props.
Besides supervising photo shoots, Naylor, 40, often creates the concept for a catalog, from look to typeface. Once the strategy is in place, she lays out pages, sometimes choosing ...
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Source: HighBeam Research, Catalog designer weds marketing and artistry.(Knight Ridder...