Catalog Revamp
Each December Accent Decor releases their catalog, aka the “Big Book.” The big book consists of 6 main categories of products, 460+ pages, and over 1,050+ products. The physical catalog, that is mailed to registered customers and handed out at our showrooms, contains the product prices but the digital catalog does not as it public facing. This allows interior designers to show clients the products without showing the price. This project is a massive team undertaking and involves nearly every department in the company to work together to complete it on time.
Creative Team:
Creative Director: Becky Hillis
Art Director: Guillaume Duvernois
Senior Designer: Patrick Bone
Copywriter: Stephanie Gilman
Photographer: Patrick Kolts
Old vs. New
My first project, 3 years ago, was to redesign the catalog to increase customer shopability and production efficiency year to year, as well as give it a more modern updated look and feel. I achieved this through 1. Updating the product data sku placement + typesetting 2. Grid creation + page templates 3. Creating icons and color tabs for easier wayfinding.
Originally, the product data was arranged at the bottom of the page, and accompanied by a letter, “A,B,C,D,E…” that corresponded to a product photo with matching letters in the corner. This configuration made it frustrating for customers to find the product information for each product, created time-consuming page production, and lead to mistakes by not matching the correct data-set letter to its correct product.
Iconography & Wayfinding
To help increase catalog shopability, I created a set of solid & outlined icons for each of the product sections. Each product section was assigned a color for easier wayfinding.
Catalog Grid & Template Layouts
I created a new document grid to allow for individual data-sku placement under each product photo. The grid creates more white-space for each spread, so the customer’s eyes can easily navigate the page. This grid also allows for multiple layout templates that aid in quicker page layout production, photography insertion, and page rearrangement.
The Catalog
