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STEP BACKGROUND
The client provided boxes of product samples for the design team to review.
A special emphasis was placed on new product introductions. Steinberg also
provided the company’s previous “catalog” poster which
the team carefully considered. Because the catalog serves as the company’s
most visible merchandising show piece, much of the team’s efforts were
based on its strategy.
Though lacking in the visual sophistication now needed, the previous “catalog” was
effective in many ways. The products were positioned in the context of their
place in the home. They were easily grouped together creating themes. Product
color schemes could be shown as consistent or mixed.
The client wanted a cleaner and simpler look for the catalog, but needed to
present twice as much product. For ease of ordering, products needed to be
very easily identified by SKU number. Skill in product photography, both traditional
and digital was crucial, as images would be used in print materials and on
their website. STEP OUTCOME
Attempts had been made prior to the catalog redesign to categorize product
lines which became obsolete in light of Via Motif’s rapidly expanding
product offering. A system needed to be flexible to accommodate growth
and change. In reviewing the “nature” of the materials used
to create the products, the elements of earth, fire and water emerged.
Though there
are many ancient interpretations of nature’s elements, the Chinese
I-Ching emerged as most appropriate because of the unique way categories
can be combined. For example, metal vases are placed in the “water
over earth” category and wooden votive candle holders are in the “fire
over wood” category.
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