Grower uses human element in catalog design

Problem: Coming up with a fresh look for the annual catalog.

Solution: Hit the streets and chronicle people’s reactions to the gift of plants.

Details: Lisa Takao, creative director at Garden Bloomers Takao Nursery in Fresno, Calif., created the company’s new tagline, “Cultivating Life.” She was after a way to capture that message in the new catalog, which goes to growers, retailers and brokers.

Lisa packed up her camera and a questionnaire, and pounded the Fresno pavement. She randomly selected recipients of Takao plants -- some in decorative containers -- gave them the plants, asked for their reactions and snapped their picture.

“What better way is there to show the positive effects of plants than to approach unsuspecting people and surprise them?” she said.

Takao gave plants to a mix of people from different ethnic, economic and social backgrounds, from a tattoo artist and a car repairman, to a hairstylist and an attorney.

The execution of the catalog took only a few weeks.

Packed with personality, Takao Nursery’s catalog has garnered positive response.

“The response has been great. Many people have commented on how they enjoyed reading peoples’ reactions and how nice it was to see how it positively affected them,” she said.

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For more: Garden Bloomers Takao Nursery, (559) 275-3844; www.takaonursery.com.