Today we agreed on an image for the cover of our August catalog. I think it is stunning (although I do admit to being a bit biased). Seems like the process to decide an a catalog cover should be simple; but, believe it or not, there is a lot of thought, effort and discussion put into it. This time, we are promoting two auctions, both of which have a fair amount of Asian antiques, art and collectibles. Also, the auctions will be conducted in August, and we generally take the season into account when planning backgrounds, themes, etc. Recently, we have had some pretty great feedback on photos that include natural elements and materials, so we decided to go with a water theme. Something "Zen"-like and serene, with the objects arranged near the water on rocks. The idea is to give a cool, relaxing and peaceful image for this hot summer auction. Rob Manko and Susan Wise were charged with carrying out the concept; Susan choosing objects for the shot and helping to tweak Rob's composition. Rob had a vision: a beautiful waterfall, some large rocks and an tree that looked like it belongs in the Orient. He even incorporated some Asian architecture. The photo was quite beautiful, and a little surreal. The feedback was mixed - not because the image was less than amazing; but, because it can be tricky to photoshop an image together and maintain perspectives and proportions on artifacts. We were concerned that it looked too fantastical to represent a Garth's auction. Much tweaking (while, I should mention, Rob was trying to enjoy a vacation!) and we came up with a tree and waterfall (sans architectural element) that were blurred just enough to keep the focus on the antiques, which were appropriately enlarged and brought forward. Truly wonderful. But, by this time, we had sourced another background concept. Although not exactly in line with the original concept, the image was peaceful and simple, with a real Zen quality. Very Garth's, also. A bonsai tree sitting on a stone ledge in front of some barn siding. Rob lightened it a bit, placed a few pieces of Chinese porcelain along the ledge, and (as my 7 year old would say) "Wala!" A masterpiece. Sometimes I wonder if the tremendous amount of effort and discussion is worth it. None of our competitors seem to engage in this be-labored concepting approach. Most catalog covers I see are simply pictures of things in a room or against a neutral backdrop. Does it make a difference to the buying audience? Maybe not. Maybe. I truly am not convinced it gains another bid when those featured items are put up for auction. But, what it does is convey to a consignor that we take care with their items. The people for whom we sell have loved and cared for these collections. Whether it is a $200 item or a $200,000 item, for someone it holds special and fond memories. Creating a catalog that, right with the front page, conveys some sense of special-ness is important to us (and, we hope, to our sellers). Additionally, when our clients are bombarded every day with images from big box stores trying to make their mass produced chochkies look hip and vogue, we have an obligation, I think, to help advance the cause of promoting the purchase and collection of antiques by emphasizing how hip and vogue they are! I am incredibly thankful for a staff who takes such pride in representing our company and the items we sell to the best of their ability - ability which, frankly, never ceases to amaze me.
No comments:
Post a Comment