Catalog Critiques: Making Bad Good, and Good Better (

At J.Schmid, we know catalogs. But we also know that in order to stay at the forefront of change and innovation you need to be a student of your craft. We’ve learned what works, what doesn’t, and where unexpected opportunities may lie. This blog series will showcase our expertise, as we take an in-depth review of well known (and lesser known) brand catalogs, uncovering triumphs and explaining mistakes, because even the best catalog can always be better.

I’ve chosen a catalog from a brand that I was unfamiliar with. This was the first time I’ve seen the ROKA catalog, so it gave me a chance to view it through a fresh, unbiased lens (pun intended). These guys sell glasses. But not just any glasses. They design and make performance eyewear for athletes. Interesting concept.

I’ll point out three things ROKA is doing well in their catalog, and three things they might improve upon. Hopefully these observations will help you identify strengths or weaknesses in your own book.
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