February 15th, 2016 |
I was inspired when I received my first Soft Surroundings catalog this past summer. It was the “Indian Summer Collection” catalog, and it had pages that used both augmented reality (AR) and scented inks. At first, I carried it with me everywhere. I showed it at board meetings, client and vendor meetings, and lunches. I may have been a little extreme, but AR, combined with scented inks — that really gets me excited!
Why the Soft Surroundings Catalog Works
It Arouses the Senses
Touch. The pleasure of touch is not only reflected in the merchandise and it’s accompanying copy, but is a thread that runs throughout. We’re subtly reminded of this by the use of torn paper backgrounds, photos with Persian rugs and natural textured props, and an occasional furry cat or dog.
Sight. Alluring photos, shot at romantic locations, and supported by creative copy. Together, from cover to cover, they weave enticing stories designed to be experienced vicariously.
Smell. The use of scented pages gives us a chance to actually experience the perfume. Pleasurable experiences increase desire.
Sound. Augmented Reality was used on three pages in the “Indian Summer Collection” catalog. By using the Blippar interactive app and a smart device, these pages come alive with both video and sound!
One of my favorite spreads from the “Early Spring” 2016 online catalog is shown here. To see AR in action, download the Blippar app and try it out on the Aya Blu perfume photo above. Let me know what you think!
What Would I Recommend?
Nothing is ever perfect, and there’s always room for improvement in everything that we do. I have a general rule that a customer should never have to hunt for anything in a catalog. One thing that I would do differently in the Soft Surroundings catalogs is move the “Softness Ratings” key. This is the guide that explains the different “Softness Ratings” of 1, 2, or 3, that are listed as icons on each page. At present, this “Softness Ratings” key is buried deep inside the catalog, I recommend keeping it on page 3 or the back cover.